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. And while a 4,000-footer is beautiful, it’s not attainable for regular folks, especially during a pandemic. So, in celebration of National Take a Hike Day, we helped Merrell literally re-frame the definition of hiking by encouraging 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 take part in our #DoItOutdoorsChallenge. The campaign was an invitation to rethink how easy it is to engage with the great outdoors and included a mix of social and digital ads, experiential activations, program partnerships, and Merrell's first national spot on Hulu.
“Sharing the simple power of being outside.”
Category Director, Merrell