Task: Plan, design and launch new outdoor female focused campaign strategy and brand storytelling concept.
Approach: Collaborate with REI brand marketing, merchandising, and product teams on new landing experiences, traffic drivers and integration of this category leading strategic vision for REI. As the primary executive digital creative leader, provided the creative strategy, direction and led the site creative team from concept, design and through execution for this new campaign and integrated storytelling.
Outcome: Highly successful launch of this campaign and digital experience. Generated a lot of press and social engagement. The campaign increased traffic and engagement with female users and led to increased brand name recognition as well as sales of Force of Nature branded merchandise and clothing.
- REI Journal Story
- National Study on Women (base study for campaign)
