Path to Purchase Expo

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October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

How REI Moves Mountains & Drives Conversations With Native Content

Date and Time: 
Thursday, September 28, 2017 - 2:00pm to 2:45pm

As the nation’s largest consumer cooperative, REI is passionate about incorporating the life cycles of its customers into content to drive sales. This session uses two specific marketing campaigns to demonstrate how REI is using a native approach to branded content and media to drive customer engagement and revenue. Dive into the strategy behind REI’s OptOutside and Paul's Boots efforts and reveal the tactics retail marketers can employ to achieve similar results. Attendees will:

  • Learn how REI achieved massive reach with its OptOutside and Paul's Boots campaigns, which included strategic video distribution, interactive social media content for users to submit how they "opted outside," and press placements from Fortune and Fast Company.
  • Discover how to engage and persuade today’s consumer with the right content and media to drive conversions, including insights into personalization, discovery and delivery.
  • Explore how native content can be used full funnel and why this format is one of the key touchpoints to driving the ultimate conversion online.


Doug Thielen
Frank Maguire

Speaking at this Session

Frank Maguire

Frank Maguire

Head of Market Development

Frank Maguire travels the country to meet with the world's largest brands, agencies and publishers to consult and educate on strategy and best practices for native advertising and content marketing. He is a digital advertising industry veteran, beginning his career working for clients including Nestle, Pfizer and Wyndham on the agency side and then opening up and growing Sharethrough's East Coast headquarters in New York City. In 2014 he was a recipient of the iMedia Rising Star Award.

Doug Thielen

Manager of Paid Media & Local Marketing

Doug Thielen currently leads REI’s integrated strategy in advertising, local marketing, branded content, paid social, “always-on digital” and grand openings in an effort to build brand awareness and drive sales. Previously, he held roles at GroundFloor Media, Qdoba Restaurant Corp. and CBS Radio.