Sprout Social Advertising

Back in October, REI approached Sprout about a Facebook strategy that would help them introduce new fans to REI and keep established fans engaged, updated, and connected with the REI community. Sprout designed and built a Facebook Fan Page for REI that launched on October 16^th.

Before partnering with Sprout on their Facebook Fan Page, REI felt like they didn’t have a solid way to grab new Fan Page visitors’ attention. Sprout used the assets provided by REI to create a bold-looking page that grabs users’ attention and encourages them to interact. To attract new fans, REI hoped to use their Fan Page to make a statement as more than a retailer. With that goal in mind, Sprout included expert advice, contests that gave fans a chance to get involved, and content from REI’s Twitter feed, YouTube videos, and Flickr photo streams on the page. REI wanted their fan page to help them achieve their retail goals, too, so Sprout implemented an REI Outlet deal of the day feature as well. The expert advice and deal of the day features have proved most popular on Facebook, helping REI to achieve two important objectives: educating new and old fans alike about the unique facets of REI that make them more than just a retailer, and boosting retail sales.

REI keeps the content on the page updated constantly, with new posts, a new deal every day, and other cutting edge images, advice, and videos. REI knows it’s important to show visitors they’re putting in the effort so that visitors feel it’s worth their time and effort to contribute and fan the company. Since the Sprout-designed Facebook Fan Page launched on October 16^th, REI has added 5,000 fans to their page, putting their total at 30,000 fans, a number they are extremely happy with. REI includes links to their Fan Page on their website, newsletters, Twitter page, and YouTube page, but they have not paid for any traditional advertising to drive users to the new page. 5,000 new fans in one and a half months represents a significant increase in the rate of organic, viral Facebook fan growth since the launch of the Sprout-designed page.

REI has plans for the future, too. Next up they hope to make the deal of the day section truly shareable so that users can add the section to their home page or site. REI understands that it’s critical to keep refining the page to keep content fresh, relevant, and shareable, so that fans understand what differentiates them from the competition. We at Sprout are thrilled when we have the chance to partner with a client who so fully embraces the power of Facebook and social advertising.