Case Study: REI achieves heightened holiday awareness for #OptOutside with Sharethrough

REI Raises Awareness Of Their #OptOutside Campaign During The Holidays

REI encouraged consumers to #OptOutside on Black Friday, asking people to spend time outdoors instead of shopping and aiming to break through heavy holiday marketing noise. To reach millennial audiences and amplify their message, REI partnered with Sharethrough and used native ad formats — promoting blog content, PR coverage, and native display units — to boost visibility during the seasonal push.

Sharethrough implemented a native advertising strategy that amplified REI’s editorial and positive press content to targeted millennial audiences, helping the brand cut through holiday clutter. The campaign succeeded in raising awareness of the #OptOutside initiative and amplifying positive coverage around the effort, driving broader recognition of REI’s seasonal message.

REI