REI's "Opt Outside"
Targeting - Outdoor enthusiasts and nature lovers
Core Theme of the Campaign -
Advocates for the benefits of outdoor activities and conservation.
About the
Campaign -
Encourages people to spend time outdoors and connect with nature.
Formula applied by the Campaign to elicit customer action -
Promotes the idea of choosing outdoor experiences over shopping.
Business Title
A Look at
the Campaign
REI's "Opt Outside" campaign is a notable and influential initiative that promotes the idea of spending time in the great outdoors and choosing to opt for outdoor activities instead of participating in the traditional Black Friday shopping frenzy. REI, a well-known outdoor retail cooperative, launched this campaign in 2015 with the aim of encouraging people to connect with nature and prioritize outdoor experiences over consumerism on Black Friday, one of the busiest shopping days of the year in the United States.
Key elements and messages of the "Opt Outside" campaign include:
1. Opting Out of Consumerism: The central message of the campaign is to encourage individuals and families to opt out of the traditional Black Friday shopping rush, characterized by long lines, crowded stores, and frenzied buying, and instead spend the day outdoors.
2. Outdoor Exploration: The campaign promotes outdoor activities such as hiking, biking, camping, trail running, and more as alternatives to shopping. It encourages people to explore nature, appreciate its beauty, and reap the physical and mental health benefits of outdoor recreation.
3. Family and Community: REI emphasizes the idea of spending quality time with family and friends outdoors. It encourages people to use Black Friday as an opportunity to connect with loved ones in natural settings.
4. Access to Nature: REI's campaign reinforces the importance of access to public lands and natural areas, advocating for the preservation and protection of outdoor spaces for future generations to enjoy.
5. Social Responsibility: The campaign aligns with REI's values as a cooperative that values environmental stewardship and social responsibility. It encourages people to make responsible choices for the environment and the community.
6. Consumer Engagement: REI invites its customers and the public to join the movement by sharing their outdoor experiences on social media using the hashtag #OptOutside. This engagement helps build a sense of community around the campaign.
7. Opt Outside Pledge: REI introduced the "Opt Outside Pledge" to formalize the commitment to spending Black Friday outdoors. Individuals and organizations are encouraged to take the pledge as a public declaration of their support for the campaign's mission.
8. Impact and Influence: The "Opt Outside" campaign has had a significant influence on Black Friday traditions, with many other companies and organizations joining the movement to promote outdoor activities and environmental awareness on this day.
The "Opt Outside" campaign by REI has received widespread recognition and has helped reshape how people think about Black Friday and their relationship with the outdoors. It encourages a healthier and more mindful approach to the holiday season by prioritizing experiences over materialism and by fostering a deeper connection with nature.
Should you find value in this succinct overview, you will appreciate access to
BRAND
COLOSSAL
An exhaustive analysis we have garnered elucidating the following 3 studies -
A. The comprehensive breakdown & precise elements that led to the campaign’s success
B. Intricate details behind the campaign to ensure you don't miss any valuable insights we've uncovered
C. Components required to execute a similar campaign or a campaign of equivalent magnitude at your scale
This shall be alongside an extensive compendium of these insights for more than 1600 additional successful campaigns.
Products
Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
Plans
AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
Pitch
Perusals
Products