Creating a New Category: The Fast Hike
MERRELL
Creating a New Category: The Fast Hike
Your walk to the post office? That's a hike.
And that long stroll through a city park? Also a hike. Turns out, a lot of city dwellers are hiking without even realizing it, so we saw an opportunity to get them to think of their urban treks as hikes, too.
Our “Take a Hike” campaign showed that hiking isn’t exclusive to the wilderness—it can happen anywhere, anytime, indoors or out, on a city street or in a forest.
A diverse media mix told that story, leveraging paid social, a retailer.com ad and landing page, cross-platform video, in-store displays and YouTube content.
We launched a brand-new category of shoe that can keep up: the Fast Hike.
Results
+141%
exceeded engagement benchmark
+25%
exceeded sales goals
Gold Effie
for marketing effectiveness