Merrell
More Less
Finding ways to help a challenger shoe kick through the noise.
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Merrell came to L|A with a need: market their women’s-specific hiking shoes to an audience that is inundated with gimmicky, often unrealistic, and expensive beauty and self-care content from a multi-billion dollar and growing industry. It was imperative to open women’s eyes to the simple power of getting outdoors as the greatest form of self-care. They don’t always need masks, scrubs, elixirs, and yoni stones; time outside is often more than enough.
Created by a female-led team–from clients to production to director and photographer–the integrated campaign, More Less, is a call to action for women to redefine how they approach self care and getting outside.
Within the first eight weeks of the campaign’s launch, Merrell doubled their brand’s CTR benchmarks and projected CTV performance. They also saw a 10% increase in sales of women’s product after More Less and an 11-point lift in overall brand awareness. The campaign won two REGGIE awards (one gold) for brand activations in 2023.
Merrell
Nature’s Calling
Helping Merrell break into an overcrowded, competitive category.
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Historically, the brand's target consumer thought of Merrell as hardcore gear meant for rugged use in the wilderness. But with Merrell’s Embark and Alpine collection, we had an opportunity to introduce a new take on outdoor gear for a different kind of outdoor mindset.
The research told us 20 minutes outdoors boosts your creativity, mood, and overall health. And this insight led to Nature’s Calling, encouraging everyone to spend more time outside. We brought nature to life in the form of a flirty admirer who’s up for anything…as long as it gets you outdoors. Nature's Calling showed up on WeTransfer, in social feeds, in LinkedIn DMs, and we even set up a dating app profile to help people spark their relationship with the outdoors.
