#OptOutside|短视频|广告营销案例【ADGuider广告指南】

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# OptOutside

案例简介：执行研究证实，人们对户外活动的兴趣增强了，花更多时间在户外活动对健康的好处越来越明显。与此相反，对黑色星期五购物的热情正在下降。这表明，现在是 REI 反对黑色星期五混乱的时候了。REI 有机会利用这一时刻建立和连接户外社区，同时帮助公司看到目标和价值观领先的好处。以人为本的战略意味着使用跨渠道的方法来团结员工、合作社成员、户外爱好者, 户外行业和非营利组织的领导人在激励人们选择户外生活的同时，就户外生活的好处进行了全国性的对话。随着我们所有的数字通信指向一个中央微站点，我们建立了工具来参与这个信念。数字地图为如何外出提供了灵感，而社交媒体工具则构建了定制徽章结果 12,000 名员工与家人和朋友一起度过黑色星期五，其中许多人是几十年来的第一次。# OptOutside 成为一场广泛的文化运动。140万人选择在外面度过黑色星期五。170 多个组织表示支持，许多组织为声援而关门。数百个公园免费开放，为那些经常无法进入户外的人创造了机会。现在，在 2016年，成千上万的人正在考虑采用 # OptOutside 作为他们的口号。# OptOutside 连续获得 33 天的媒体报道，3,423 个位置导致 67亿个媒体印象。产生了 12亿个社会印象。# OptOutside 是推特上三天的热门话题，Instagram 上两天的热门话题。# OptOutside 是 Brandwatch 今年前 15 名推特趋势中的 11 名。标签进入了更大的社会方言 -- 六个月后，它仍然每天被使用数千次。战略研究证实，人们对户外活动的兴趣增强了，花更多时间在户外活动对健康的好处越来越明显。与此相反，对黑色星期五购物的热情正在下降。这表明，现在是 REI 反对黑色星期五混乱的时候了。REI 有机会利用这一时刻建立和连接户外社区，同时帮助公司看到目标和价值观领先的好处。以人为本的战略意味着使用跨渠道的方法来团结员工、合作社成员、户外爱好者, 户外行业和非营利组织的领导人在激励人们选择户外生活的同时，就户外生活的好处进行了全国性的对话。随着我们所有的数字通信指向一个中央微站点，我们建立了工具来参与这个信念。数字地图为如何外出提供了灵感，而社交媒体工具则构建了定制徽章活动描述 REI 没有在黑色星期五提供折扣来吸引购物者，而是宣布他们将做一些前所未有的事情: 关闭所有 143 的商店, 停止在他们的网站上处理订单，并支付 12,000 名员工在外面度过一天的费用。员工、会员和公众被鼓励利用这一天与户外和彼此重新联系。我们启动了一个社会影响项目，邀请外面的人和我们在一起，围绕标签 # OptOutside 建立一个运动。概要户外零售商 REI 认为外面的生活就是美好的生活。黑色星期五，美国最大的购物日，与这一信念形成鲜明对比。感恩节后的第二天，这个节日代表着购物者离开他们的家人去买东西，在商店排队，甚至在过道间互相争斗。这就是为什么在黑色星期五 2015，REI 把合作社的价值观放在第一位，并采取了前所未有的立场来展示一个企业如何 “超越利润”。 “合作社关闭了他们所有 143 的商店，并邀请整个国家以不同的方式度过这一天 -- 走出去。

# OptOutside

案例简介：Execution Research confirmed that interest in the outdoors was up and the health benefits of spending more time outside was gaining traction. Tangentially, enthusiasm for Black Friday shopping was decreasing. This signaled that the time was right for REI to take a stand against the chaos of Black Friday. REI had the opportunity to leverage this moment to build and connect communities around the outdoors, while helping companies see the benefit of leading with purpose and values. The people-first strategy meant using a cross-channel approach to unite employees, co-op members, outdoor enthusiasts, the outdoor industry and non-profit leaders to generate a national conversation about the benefits of a life outdoors while galvanizing people to #OptOutside. With all of our digital communications pointing to a central microsite, we built tools to engage with the belief. Digital maps gave inspiration on how to get outside, while a social media tool build customized badges Outcome 12,000 employees spent Black Friday with family and friends, many for the first time in decades. #OptOutside became a widespread cultural movement. 1.4 million people chose to spend Black Friday outside. Over 170 organizations voiced their support, many closing their doors in solidarity. Hundreds of parks opened their gates for free, creating opportunities for those who often can’t access the outdoors. Now, in 2016, thousands are considering adopting #OptOutside as their rallying cry. #OptOutside earned 33 straight days of media coverage, with 3,423 placements leading to 6.7 billion media impressions. 1.2 billion social impressions were generated. #OptOutside was a trending topic on Twitter for three separate days and Instagram for two separate days. #OptOutside was #11 of Brandwatch’s top 15 Twitter trends of the year. The hashtag entered the larger social vernacular - six months later, it was still being used thousands of times per day. Strategy Research confirmed that interest in the outdoors was up and the health benefits of spending more time outside was gaining traction. Tangentially, enthusiasm for Black Friday shopping was decreasing. This signaled that the time was right for REI to take a stand against the chaos of Black Friday. REI had the opportunity to leverage this moment to build and connect communities around the outdoors, while helping companies see the benefit of leading with purpose and values. The people-first strategy meant using a cross-channel approach to unite employees, co-op members, outdoor enthusiasts, the outdoor industry and non-profit leaders to generate a national conversation about the benefits of a life outdoors while galvanizing people to #OptOutside. With all of our digital communications pointing to a central microsite, we built tools to engage with the belief. Digital maps gave inspiration on how to get outside, while a social media tool build customized badges Campaign Description Instead of offering discounts to lure shoppers inside on Black Friday, REI announced that they would be doing something unprecedented: shutting all 143 of their stores, ceasing to process orders on their website and paying 12,000 employees to spend the day outside. Employees, members and the public were encouraged to use this day to reconnect with the outdoors and each other. We activated a social impact program to invite people outside with us, building a movement around the hashtag #OptOutside. Synopsis Outdoor retailer REI believes that a life outside is a life well lived. Black Friday, America’s biggest shopping day, stood in stark contrast to this belief. Held the day after Thanksgiving, this holiday had come to represent shoppers leaving their families to go buy things, spending days lining up at stores, or even fighting one another amongst the aisles. That’s why on Black Friday 2015, REI put its co-op values first and took an unprecedented stand to show how a business can act “beyond profit.” The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside.