Task: How might the co-op leverage this iconic brand moment use social and local sources to connect the dots between people and outdoor resources? Approach: Use social media, User Generated Content and Brand storytelling to extend the impact of this annual campaign for REI. Every year my digital UX and Design and Content teams work on re-imagining ways to communicate the importance of the co-op mission through this one high profile campaign effort. I guide the team executing on our digital experience strategy and the vision for how this will come to life. Outcome: Every year the #OptOutside moment grows the users and members for the co-op. Over the years the #OptOutside hashtag was used 259K times on Twitter in 2019 alone (+3000%). Brand engagements was 11.6 million in 2019, with an overall 91% positive sentiment rating for the campaign over its history
