Cameron Dieterich
Cameron Dieterich
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Expert Advice

Branding, Content, Design, Director, Producer, Writer | Retail
An expert-level knowledge of the outdoors is one of REI's strongest traits, and sharing that knowledge with consumers is what they do best.  Expert Advice began as simple "How To" articles for REI.com. Google Analytics determined that these ar

An expert-level knowledge of the outdoors is one of REI's strongest traits, and sharing that knowledge with consumers is what they do best. 

Expert Advice began as simple "How To" articles for REI.com. Google Analytics determined that these articles were major traffic drivers to the site (50K unique visits per month), which led to an expansion of the program. 

Video was the primary focus as the visual medium made it easier to demonstrate core concepts. From there, Expert Advice continued to grow - the content covered a broader range of topics and skill levels, stores utilized the information for both employee training and customer-facing displays, and the content received more of a push through social channels, e-mail, YouTube, and seasonal campaign integration.

Traffic to REI.com via Expert Advice has more than tripled, with over 150K unique visits per month.