Merrell | 7 Natural Wonders Campaign

Brief:

Merrell tasked Brandnation with a campaign to establish the seven natural wonders of the UK. Partnering with the Royal Geographical Society to establish the Seven Natural Wonders of the UK. The campaign set out to inspire everyday adventurers and experience seekers via UK travel as well as put the Moab Speed walking shoes in the most beautiful spots on our shores.

Our Sports PR Team established the 7 Wonders with the Royal Geographical Society (RGS) and a news survey to sell into national, consumer, travel, and specialist media. Working with our content teams on the creation of production showcasing the seven wonders of the UK for brand and retailers to use, as well as Influencer seeding to local outdoor/adventure influencers to attain additional content at each Wonder with Merrell Moab Speed.

What We Did:

Our PR team launched a partnership with the RGS to establish the Seven Natural Wonders of the UK and provide campaign credibility. The RGS Provided information on the seven selected Seven Wonders (brief history and evolution), with access to a spokesperson from RGS for media amplification. As part of the partnership, all content was re-purposed and shared via RGS social channels.

Our content team got to work with creating a series of video assets to bring each of the Seven Wonders to life. Video assets were shot using an individual in front of a camera discovering the Wonder in Moab Speed shoes, plus the integration of drone footage. The content was then edited and re-purposed for PR, paid social, and web advertisement.

Agency collaborated with Instagram photography network @roambritain to capture all seven of the Natural Wonders. Seeding Moab Speed to the influencer community to capture the MOAB Speed at each of the 7 locations to bring the product story together with the wider campaign.

The campaign was then supported with paid social amplification.

Our results:

The campaign resulted in PR coverage across BBC Breakfast, BBC Newsround, regional BBC radio, Metro, Independent, The Sun, and Daily Mirror – in total over 100 pieces of earned media coverage.

The campaign reached several million more UK adults through paid social amplification – resulting in direct sales of the brand’s hero products.

Let's taLk about your next challengE...

Just give us some details, and we’ll get straight back to you.