42pointSEVEN: Merrell Case Study
Background
For over 40 years Merrell has been a champion of the outdoors–a place where everyone is welcome, a place where everyone can be together, and a place where you can be you. This spirit can be found in every pair of Merrell shoes, because stepping outsideis one of the best things a person can do for themselves and for those around them.
Opportunity
However, Merrell is not perceived as a top-tier “Back-to-School” (BTS)/ “Return-to-Campus” (RTC) brand. There is no clear connection between Merrell and “Back-to-School”. In 2022, the campaign focus was to begin building a much stronger connection between “Back-to-School” and the Merrell brand among three key customer targets: Parents with Children; College Students; and Educators
Our focus
Build awareness that Merrell is more than just comfortable performance footwear and clothing for the outdoors … Merrell is the perfect BTS/RTC brand because it is a lifestylebrand … a brand that is style, form, function and sustainable, but more importantly, and brand that inspires and supports creativity, imagination, purposeful exploration, togetherness, and fun. Selected Website Banner, Direct Mail, Retail Window, and Digital are shown below.
