Every once in a while you see activity, not just messaging, that really helps define a brand. A great example of this is REI's #optoutside campaign last year's Black Friday shopping event.
“Since 1938 we’ve been dedicated to getting people outside. On 11/27 the co-op is closing all 143 stores so our employees can do just that. We hope to see you and all 5.5 million of our members out there too.”
REI showed its authenticity be deciding to shut its doors and giving each of its 12,000 employees a paid day off to go explore the outdoors. While nearly every other retailer was busy advertising Black Friday sales, REI was making a splash on social media with its #optoutside campaign. Over 1.4M people posted pictures of themselves hiking, skiing, biking and paddling outdoors instead of spending time in malls.
We talk a lot about designing customer experiences. The best customer engagements come naturally from authentic bonds between customers and employees. If you walk into an REI store you'll know what I mean. The company attracts and employs outdoor enthusiasts - folks that often start as customers first. So, we don't think it was much of a stretch for REI think up or justify this clever campaign. It's a logical representation of the the brand -- authentic.