Merrell Shoes – Take a Hike Campaign
Client: Merrell Shoes
Role: Art Director, Content Designer/Creator
The Challenge
Drive awareness and engagement among outdoor enthusiasts for new lineup of cross-functional shoes.
The Concept
We repositioned hiking for urban audiences for the launch of Merrell’s “Fast Hike” category. The Take a Hike campaign positioned this new lineup of shoes as the perfect all-purpose choice, whether exploring the urban jungle, or the wilderness trail.
The Deliverables
Created lifestyle content showing everyday urban movement as hiking—deployed across paid social, retailer.com ads, landing pages, in-store displays, and YouTube content.
Outcome
The campaign earned a Gold Effie Award for Marketing Effectiveness, and contributed to +141% engagement and +25% sales lift.
