How FOAM Turned Reels into REI Sales with Crafted

Shark Tank-backed outdoor gear brand leveraged social video and smart retail tech to drive real-world, in-store sales. By combining the power of Instagram Reels, influencer marketing, and digital rebate strategies, the brand successfully increased foot traffic and product purchases at REI stores. This case study highlights how social-first retail strategies can convert online engagement into measurable offline results — a powerful playbook for any consumer brand entering brick-and-mortar retail.

The Challenge: Launching FOAM in REI Stores

FOAM Coolers, a fast-growing brand known for its innovative beverage coolers designed for outdoor adventures, had already seen strong momentum in the e-commerce space. But entering the retail scene—especially with an outdoor powerhouse like REI—meant playing on a much bigger stage.

After securing shelf space at REI, FOAM faced a critical 90-day retail trial period. The objective was clear: generate product awareness, increase in-store traffic, and prove that FOAM coolers could fly off the shelves just as quickly as they did online.

With limited time and high stakes, FOAM needed a strategy that merged digital engagement with physical retail conversion—and they turned to Crafted to make it happen.

 The Power Trio Behind the Campaign

• FOAM Coolers
  A Shark Tank-backed brand known for its high-quality, stylish coolers tailored to outdoor enthusiasts.

• REI (Recreational Equipment, Inc.)
  A leading outdoor retailer with a loyal base of adventure seekers, hikers, campers, and water sports fans.

• Crafted
  A retail marketing platform that connects the dots between short-form social video (like TikTok and Reels) and in-store retail sales.

The Strategy: Turning Instagram Reels into Retail Conversions

The campaign was built around a simple but powerful idea: meet customers where they are online and give them a reason to walk into REI and buy a FOAM cooler.

Step-by-Step Customer Journey

Discover on Reels
Crafted Amplify partnered with niche content creators who shared real-life moments using FOAM coolers at REI stores.

Click Through a Link in Bio
Each creator included a link to a customized landing page with a rebate offer and store locator.

Claim a Rebate
Viewers opted into the promotion and received instructions on where to find FOAM coolers locally.

‍Purchase & Upload Receipt
After buying the cooler at REI, customers uploaded their receipt through a frictionless mobile experience and received cashback via PayPal or Venmo.

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Crafted's Tech-Powered Support

Crafted’s retail technology ecosystem played a key role in streamlining and scaling the campaign:

1. Authentic Creator Content at Scale

FOAM used Crafted Amplify to source and manage content creators who resonated with outdoor and lifestyle audiences. This allowed them to produce native-feeling Reels that didn’t feel like ads.

2. High-Converting Digital Funnels

Using Crafted ConvertAI, the campaign moved viewers from Reels to rebate, using intuitive landing pages, store locators, and automated receipt verification.

 3. Automated Cashback & Real-Time Attribution

Crafted’s platform tracked which videos and creators drove sales, offered receipt-based attribution, and handled cashback payouts automatically—no manual work required.

 Campaign Results That Mattered

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 Top Creator Highlights

• @dolphia.n.arnstein Viral Post with 54K views — her content sparked widespread engagement and discovery.

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• @danielle.mccormick Lifestyle Reels garnered 23K views, building trust with relatable storytelling.

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• @rickyandrewww High Conversion Hero with a 3.7% CTR — 12x higher than the campaign average.

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What the Receipts Told Us: Key Purchase Insights

• Weekend Buying Patterns: Most purchases occurred between Thursday and Saturday—prime retail foot traffic days.
  
  
• Women in Water Sports: Receipts showed many buyers also purchased rash guards, swimwear, and water gear, suggesting a strong female outdoor lifestyle audience.
  
  
• High-Intent Shoppers: Many transactions included premium-priced items, showing FOAM attracted customers with disposable income, not just deal hunters.
  
  
• Nationwide Appeal: Sales were recorded in Florida, Pennsylvania, California, and Indiana, confirming FOAM’s broad geographic reach.
  
  

Optimizing for the Future: Data-Driven Next Steps

Using insights from this campaign, FOAM and Crafted plan to:

• Find Similar Creators: Use top performers like @dolphia.n.arnstein as audience benchmarks to scale reach with lookalike creators.
• Boost What Converts: Allocate paid media to posts like @rickyandrewww’s, which had standout performance.
• ‍Time Paid Spend Smartly: Focus ad budget on Thursday–Saturday, aligned with peak in-store activity.
• Target Women in Outdoor & Water Sports: Tailor content and creators to reach active women who resonate with FOAM’s brand and product benefits.
  
  

 Final Takeaway: Social-to-Shelf Works — When Done Right

This case study proves that social video isn't just about views — it’s about driving real retail results.

By blending:

• Authentic Instagram Reels
  
  
• Smart rebate incentives
  
  
• Customer data + insights
  
  
• Real-time attribution tools
  
  

FOAM successfully turned digital attention into brick-and-mortar sales at REI.

For any CPG or DTC brand aiming to bridge the gap between online engagement and offline sales, this is the blueprint. With partners like Crafted, you can create marketing campaigns that move people — and product.