REI wanted to stay on top of the mountain by making sure Millennials stay loyal to the outdoor recreation leader. We helped them write the playbook for earning and maintaining Millennial loyalty.
Millennial attitudes about the outdoors are very different from Gen X’s. REI asked us to help them unpack the Millennial mindset and build a bridge between loyal Gen X customers and up and coming Millennial customers.
This is where Kelton’s mixed methodology gets creative. We went camping. We went shopping. We dissected similarities and differences between the generations and built a brand narrative that appealed to both.
To be sure our ideas had legs, we tested them with quantitative research and discovered the narrative and tactics that were most compelling.
By the end of our journey, we delivered a story of brand and activation to guide REI into the future.