REI Uses Social Video to Connect Fans to Products


REI went above and beyond to connect customers to product recommendations.

REI recently launched a social media campaign aimed at giving advice to customers looking for advice about outdoorsy gifts for their loved ones.

Customers submitted requests for gift giving advice via Twitter, using the hash tag #giftpicks. REI then created 90 short videos where store employees responded to those questions with their favorite gear. The turnaround time? One week.

Word of Mouth Marketing Association, which reported on the campaign, says the video responses were thoughtful, humorous, and worth the effort in terms of web traffic and customer engagement.

You can read more about REI’s #giftpicks project at



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