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        # OptOutside

        案例简介：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 采取了前所未有的立场。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 -- 外出。 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。由于 REI 的商店将在黑色星期五关闭，我们创建了一个移动第一的数字中心作为活动的中心，为参与者提供他们需要的一切。 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 采取了前所未有的立场。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 -- 外出。 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，帮助人们理解和分享其独特的目的和价值观。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, 户外行业和非营利合作伙伴就户外生活的好处进行全国性对话，同时制作鼓舞人心的内容来邀请人们去 # OptOutside。随着我们所有的数字通信指向移动第一微型网站，我们构建了推动参与的工具。手持数字地图为如何外出提供了灵感，同时定制了社交媒体工具 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，帮助人们理解和分享其独特的目的和价值观。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, 户外行业和非营利合作伙伴就户外生活的好处进行全国性对话，同时制作鼓舞人心的内容来邀请人们去 # OptOutside。随着我们所有的数字通信指向移动第一微型网站，我们构建了推动参与的工具。手持数字地图给了人们如何外出的灵感，而社交媒体工具则构建了定制的徽章来加入进来。 结果 # OptOutside 成为一场广泛的文化运动。140万人选择和 REI 在外面度过黑色星期五。170 多个组织对 REI 表示支持，有些组织甚至为声援而关门。数百个公园免费开放。该活动获得了连续 33 天的媒体报道，3,423 个位置导致 67亿个媒体印象。# OptOutside 产生了 12亿的社交印象，成为推特上三天的热门话题，Instagram 上两天的热门话题。# OptOutside 是 Brandwatch 2015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。虽然 # OptOutside 是为长期社区参与而设计的，不是为了推动短期销售，但 REI 收入同比增长了两位数 (逆势行业趋势)。在 REI 工作的申请在 92% 季度增长了 2015。

        # OptOutside

        案例简介：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 took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside. 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. Since REI's stores would be closed on Black Friday, we created a mobile-first digital hub to act as the campaign's center, offering participants everything they needed to #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 took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside. 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, helping people understand and share its unique 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 partners to generate a national conversation about the benefits of a life outdoors while crafting inspiring content to invite people to #OptOutside. With all of our digital communications pointing to a mobile-first microsite, we built tools to drive engagement. Hand-held digital maps gave inspiration on how to get outside, while a social media tool built customized 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, helping people understand and share its unique 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 partners to generate a national conversation about the benefits of a life outdoors while crafting inspiring content to invite people to #OptOutside. With all of our digital communications pointing to a mobile-first microsite, we built tools to drive engagement. Hand-held digital maps gave inspiration on how to get outside, while a social media tool built customized badges to join in. Outcome #OptOutside became a widespread cultural movement. 1.4 million people chose to spend Black Friday outside with REI. Over 170 organizations showed support for REI with some even closing their doors in solidarity. Hundreds of parks opened their gates for free. The campaign earned 33 straight days of media coverage with 3,423 placements leading to 6.7 billion media impressions. #OptOutside generated 1.2 billion social impressions, becoming 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 2015. The hashtag entered the larger social vernacular - six months later, it was still being used thousands of times per day. While #OptOutside was designed for long-term community engagement, not to drive short-term sales, REI revenues were up double digits year over year (bucking industry trends). Applications to work at REI were up 92% in Q4 2015.

        #OptOutside

        案例简介：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 采取了前所未有的立场。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 -- 外出。 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。由于 REI 的商店将在黑色星期五关闭，我们创建了一个移动第一的数字中心作为活动的中心，为参与者提供他们需要的一切。 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 采取了前所未有的立场。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 -- 外出。 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，帮助人们理解和分享其独特的目的和价值观。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, 户外行业和非营利合作伙伴就户外生活的好处进行全国性对话，同时制作鼓舞人心的内容来邀请人们去 # OptOutside。随着我们所有的数字通信指向移动第一微型网站，我们构建了推动参与的工具。手持数字地图为如何外出提供了灵感，同时定制了社交媒体工具 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，帮助人们理解和分享其独特的目的和价值观。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, 户外行业和非营利合作伙伴就户外生活的好处进行全国性对话，同时制作鼓舞人心的内容来邀请人们去 # OptOutside。随着我们所有的数字通信指向移动第一微型网站，我们构建了推动参与的工具。手持数字地图给了人们如何外出的灵感，而社交媒体工具则构建了定制的徽章来加入进来。 结果 # OptOutside 成为一场广泛的文化运动。140万人选择和 REI 在外面度过黑色星期五。170 多个组织对 REI 表示支持，有些组织甚至为声援而关门。数百个公园免费开放。该活动获得了连续 33 天的媒体报道，3,423 个位置导致 67亿个媒体印象。# OptOutside 产生了 12亿的社交印象，成为推特上三天的热门话题，Instagram 上两天的热门话题。# OptOutside 是 Brandwatch 2015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。虽然 # OptOutside 是为长期社区参与而设计的，不是为了推动短期销售，但 REI 收入同比增长了两位数 (逆势行业趋势)。在 REI 工作的申请在 92% 季度增长了 2015。

        #OptOutside

        案例简介：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 took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside. 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. Since REI's stores would be closed on Black Friday, we created a mobile-first digital hub to act as the campaign's center, offering participants everything they needed to #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 took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside. 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, helping people understand and share its unique 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 partners to generate a national conversation about the benefits of a life outdoors while crafting inspiring content to invite people to #OptOutside. With all of our digital communications pointing to a mobile-first microsite, we built tools to drive engagement. Hand-held digital maps gave inspiration on how to get outside, while a social media tool built customized 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, helping people understand and share its unique 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 partners to generate a national conversation about the benefits of a life outdoors while crafting inspiring content to invite people to #OptOutside. With all of our digital communications pointing to a mobile-first microsite, we built tools to drive engagement. Hand-held digital maps gave inspiration on how to get outside, while a social media tool built customized badges to join in. Outcome #OptOutside became a widespread cultural movement. 1.4 million people chose to spend Black Friday outside with REI. Over 170 organizations showed support for REI with some even closing their doors in solidarity. Hundreds of parks opened their gates for free. The campaign earned 33 straight days of media coverage with 3,423 placements leading to 6.7 billion media impressions. #OptOutside generated 1.2 billion social impressions, becoming 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 2015. The hashtag entered the larger social vernacular - six months later, it was still being used thousands of times per day. While #OptOutside was designed for long-term community engagement, not to drive short-term sales, REI revenues were up double digits year over year (bucking industry trends). Applications to work at REI were up 92% in Q4 2015.

        # OptOutside

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        #OptOutside

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