REEF has found a new way to gather content for its marketing channels. Advocates of Capture program allows select influencers to become an extension of the brand and create photo and video content worldwide.
We caught up with REEF’s Senior Director of Brand Marketing Jen Wilson to chat about the new approach.
Why start the program?
REEF Senior Director of Brand Marketing Jen Wilson: The Advocates of Capture program was born out of both opportunity and a bit of necessity during the pandemic.
When the world changed in 2020, we realized the shoots we would typically travel for every year wouldn’t be possible, so instead we decided to democratize the process, pulling together 13 photographers, videographers and motion graphic designers from adjacent creative disciplines.
Each of our new partners was already close to the brand, which made content creation quite seamless. We assembled the influencer team and gave them an even deeper dive into the brand – going way beyond what we’ve done for one-off product posts. We then provided directives on what type of content is most valued by our consumers and asked them to bring it to life in their own ways – giving them full creative control.
The program was such a success that we turned it into an authentic influencer program.
How are you choosing the advocates?
Jen Wilson: We choose the advocates by targeting content creators whose work aligns with REEF’s mission and brand spirit that inspires people to feel comfort and live free. It’s important to us that each creator has a unique point of view. Our goal isn’t to have one “cookie cutter” look for the brand, it’s to allow consumers and creators to use our brand as a jump-off point toward their own self-expression.
At this point, we’re working with 13 creators who already had a trusted relationship with the brand. In the future, we hope to expand the program and allow anyone to submit to be a part of the program.
How will their work be utilized by REEF?
Jen Wilson: At this point, the Advocates of Capture content stream is fueling every asset you see from REEF – social channels, email, website and in-store. In addition to providing several elements of our brand and product content, we started a content stream on our organic social channels that highlights our advocates as individuals.
We call it Behind the Lens. Each month we ask an advocate a few questions and he or she responds with bespoke images to represent his or her answers. It’s been a great way to introduce the creators to our social followers and support their own growth.
Are the advocates paid for their work? How does their work mix with traditional marketing methods used in the past such as athletes or brand ambassadors?
Jen Wilson: Yes, this is a paid program, but more than anything, we feel like the advocates are a part of the REEF family and we treat them as extended team members. With our advocates originating from different places across the globe and filtering the world through their unique lens, they deliver a one-of-a-kind visual representation of REEF, while our beloved athletic partners serve as brand ambassadors that add credibility to the brand.
