Merrell: global content strategy + platform build

Merrell: global content strategy + platform build

The challenge

We  were asked to create a content strategy and digital destination with rich, sharable content that communicates Merrell’s authority and passion for the outdoors.

Merrell is one of the world’s leading outdoor footwear and apparel brands, specialising in hiking boots and trail running shoes.

However, its blog content was sporadic and lacked the necessary strategic vision to reach potential customers who weren’t already visiting the site.

We were asked to re-imagine the blog site and reconfigure the way it worked with Merrell’s social channels.

 

Defining the user experience

We began by performing a content audit of the existing site and social channels, mapping user journeys and comparing them with the competition. We then immersed ourselves in the Merrell brand before applying our guiding principles to develop a tone of voice bible and outline a daily content strategy.

Developing an online adventure magazine

We proposed reworking the Merrell blog into an online adventure magazine called The Pack. We outlined the content types and created an editorial calendar for the daily content that could be promoted across Merrell’s social media accounts social media accounts – and shared by Merrell’s growing global audience.

At the heart of it all was the pinnacle content: weekly Epic Trails, designed to inspire the audience to challenge themselves in the outdoors. We then created wireframes and initial designs for the new blog site, renamed ‘The Pack’, and put in place an editorial team and a global network of brand ambassadors known as the ‘Alpha Pack.’

Video: the toughest race in the world

In April 2014 we sent a production team – led by Bear Grylls’ cameraman Mungo – to New Zealand to film the inaugural Epic Trail film, following four Alpha Pack members as they met for the first time – before competing in the toughest race in the world. The resulting film – and four ‘How-to’ videos shot at the same location – became the centre-piece of content for The Pack.

Building a platform for Merrell

‘The Pack’ website was built in less than six weeks by our in-house design and build team, and pre-populated with content to coincide with the launch of Merrell’s new AllOut range in March 2014.

CONTENT IN ACTION

Enriching articles with relevant insights

DEVIL & THE DETAILS

The audience prioritise health and activity as an important element in their lives and take part in a wide range of outdoor activities, in particular adventure travel, light hiking, running and water sports.

Therefore we put in place an editorial team and a global network of brand ambassadors known as the ‘Alpha Pack’ to deliver a broad range of content to engage.

Content topics are varied and include everything from setting yourself up for a great day by eating a healthy breakfast and providing the recipe and ingredients required, to talking about what celebrities eat.

The aim being, to drive brand awareness whilst encouraging likes, shares and comment on social media.

 

Merrell is prioritising content as a way for us to engage with our customers. We partner with Mediablaze to create a platform of content that inspires and enables others to hit the trail and join our Pack.

Rachel Martinelli - Marketing Specialist

The results

The revitalised Merrell blog became the biggest referrer of ecommerce traffic and and helped to supercharge the brand’s social channels.

1400%

increase in traffic to the Merrell blog

84.3m

impressions of our GODZone adventure race film