Objective: Outdoor footwear and apparel brand Merrell undertook a major e-commerce redesign, launching a new interactive site this month. As part of a larger brand awareness effort, it hopes to better engage its 35- to 45-year-old consumer, as well as new, younger ones. “We see the Internet as being our growth vehicle,” said Stephanie Tully, marketing manager at Merrell. “It's a place to have total control over a consumer experience and make sure they receive key messages.”
Idea: The site encourages consumer interaction through a “Let's Get Outside” community; a “Merrell TV” offering insight from Merrell staff; and a “Performance and Style” section highlighting product functions. It will also be a place for consumers to connect with brand athletes around whom the company eventually wants to build a community, said . In addition, the team also partnered with the Youth Outdoors Legacy Fund (YOLF), donating $5 per online purchase to the group throughout February. Tully noted that Merrell is “trying to get more people outdoors” and YOLF's mission worked toward that goal.
Tools: Working with AOR Harrison Fonteyne Snayd Communications, the team sent a launch announcement to fans on its Facebook page and 80 other Facebook outdoor communities. It also sent an e-newsletter to its consumer database. Media outreach targeted trade, consumer, and online media, including footwear, tech, fashion, business, outdoor, communications, and design publications and blogs.
Measurement: Site traffic and February sales will be key metrics.
Company: Merrell (Wolverine World Wide)
Campaign: “Live Outside at Merrell.com”
PR Team: Harrison Fonteyne Snayd Communications
Launch: February 1