REI
Social Campaigns
Email Campaigns
Through FILTER I’m contracted to provide copy for REI’s email marketing program and social marketing program. We kick off six to twelve projects per week, in addition to larger sale campaigns, which are sent to nearly 6 million subscribers.
In the time working with REI, I have worked with the internal creative team, social marketing and the email team on REI’s #OptOutside campaign, seasonal sale campaigns, adventure travel, classes & events and more.
email campaigns
#OptOutside
In 2019, I worked on REI’s fourth #OptOutside campaign. I partnered with the internal REI copywriter to tailor the overall brand message to the email channel, write a few headlines and help flesh out the supporting email copy.
2021 Activity & Brand Partner emails
We worked with Ford, Arc’teryx and other partner’s for REI to create brand-focused emails. For these projects, I wrote all the headlines as well as supporting body copy.
2019 Holiday Campaign
The 2019 holiday campaign followed up the success of the previous year’s “anti Holiday” campaign where people were encouraged to spend more time outdoors instead of shopping. The tone of the campaign was fairly dry with some tongue-in-cheek jokes. While the overall voice and creative of the campaign came from REI’s internal creative, I did tailor the copy to email as well as write supporting copy and headlines.
2018 Summer campaign
This campaign in the summer of 2018 was a big step for REI in terms of their voice and photo style. It was up to me to interpret the new brand voice guidelines and create email copy that was fun, approachable and accessible. We did this through the use of punchy headlines and body copy throughout the email series.
REI ADVENTURE TRAVEL
Adventure travel is a big initiative for REI because it helps get people outside doing what REI sells product for. REI’s adventures stand out for being active, unique and done in collaboration with local guides and companies. Between 2018 and 2019, the look and feel of REI adventure travel evolved to where we were creating batches of modules for different trips at one time, then they’d get put into emails throughout the season.
Co-op EXPERIENCES
Social Campaigns
Working with the social team at REI, we create 6-10 organic social stories for Instagram each month. Since our team has taken on social, we have introduced new interactive elements and brought a lot more life to the channel, resulting in higher engagement than previously.
