The REI 1440 Project: Curating Outdoor Adventure Paolo Mottola, REI Kelly Walsh, REI REI’s mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship. What does that look like in online social networks? The REI 1440 Project. In this case study presentation, the REI Digital Engagement Team will review its discovery process, partnership with agencies, and successes and challenges in hosting an owned social community.

1. THE
REI
1440
PROJECT
Presented
by
Kelly
Walsh
@kelly_ann_walsh
Paolo
MoAola
@paolojr
At 02:54 AM Neil P. was Exploring in Paint Mines Interpretive Park

2. At REI, we inspire, educate and outfit for a lifetime of
outdoor adventure and stewardship.
At REI, we inspire, educate and outfit for a lifetime of
outdoor adventure and stewardship.
At 02:0 PM Jlb B. was Backpacking in John Muir Wilderness

3. MEET
THE
REI
SOCIAL
TEAM
@lux2
@kelly_ann_walsh
@jruckle
Honorable mentions: internal brand creatives, photo studio, project
management, executive support, our Moms

4. THE
OBJECTIVE
Make REI an integral part of what our target
audience loves to do most:
Browse, capture and share every minute of
their outdoor adventures
At 02:32 AM David C. was Skiing in Glennallen

5. THE
INSIGHTS
TARGET AUDIENCE: MILLENIALS
64% take photos on their phone at least
monthly
71% access the internet on their phone
while outdoors
43% upload photos on social
77% look at other people’s photos
At 04:55 PM Nick B. was Hiking

6. THE
IDEA:
1440
PROJECT
A community celebration of every single minute
spent outside:
- Collectively document every minute throughout a
day
- Create a rich documentary record of outdoor life
At 05:50 PM Jennifer D. was Exploring in Dead Horse Point State Park

22. RESULTS
STATS
ACCOLADES
440K+ total site visits & 29% repeat visitors
12/20/12: CSS Awards Site of the Day
71% of traffic came from mobile devices
1/1/13: Design Links Site of the Day
6.6K+ total photos added
1/4/13:
Fast Company: How REI Put A Bow on Social Marketing
and Wowed Customers
55% of total photos were added by repeat users
38% of our most active users are 25-34 year-olds
37% shares from Facebook, 19% email, 14% Tumblr
10% Pinterest, 8% Google+
Millions of Facebook impressions: 6x more likes, 5x more
shares, 3x more comments on Facebook Promoted Posts
4000+ total REI mentions on Twitter
2,000+ photos shared on Instagram
1/7/13: Awwwards Site of the Day
1/20/13: Smashing Awards Designs of the Week
1/29/13: The FWA Mobile of the Day
1/29/13: The FWA Site of the Day
2/4/13: Cutting Edge Project of the Week
10/1/13: Adobe Cutting Edge Product of the Year Candidate
300K+ views on YouTube videos

23. THE
GOOD,
BAD
&
UGLY
We
made
it
through
legal!
Including
Privacy
Policy,
Submission
Policy
Facebook
Login
isn’t
for
everyone
Nega[ve
feedback
from
pro
photography
community
Lots
of
traffic,
but
not
integrated
with
REI.com
Many
opportuni[es
to
layer
campaigns
via
hashtags
At 3:33 PM Sam M. was Paddling in Mustang Island State Park

24. Thank
you.
Find
us
at
@kelly_ann_walsh
@paolojr
@REI