Owning Moments
With a new CMO and new brand purpose, the global leader in hiking had its eyes set on winning new customers, too. The brand had become too product and feature dependent, losing sight of the simple joy that drives moments outdoors. So we took a couple of communal ones and set out to make them Merrell’s.
Hike Your Turf
It was early COVID and people were starting to feel trapped inside with endless video calls and social distancing. So, in celebration of National Take a Hike Day, we encouraged people to just go outside, put one foot in front of the other, and explore their neighborhood.
Everything Is Greater Outdoors
Off the success of our Take A Hike Day campaign, Merrell aimed us at Great Outdoors Month next. To own the annual June holiday, we kicked off a month-long movement inspiring people to rethink how easy it is to engage with the great outdoors.
