For Merrell it’s all about the trail and the community that treads on it.
Our task was simple, create a community of UK based hiking enthusiasts to bring to life the core values of Merrell and in doing so, inspire people to embrace the outdoors.
To action this, Merrell wanted us to ensure a steady stream of quality content for their social channels that truly encapsulated the spirit of adventure their brand stands for and, in turn, boost their engagement on Instagram. Safe to say, we rose to the challenge, handpicking an initial 10 active hiking enthusiasts who we knew lived and breathed the trail. These micro influencers were gifted a fresh set of hiking shoes to create high-quality content.
The influencers may have been “micro”, but the results were anything but. With a staggering 20,000 organic engagements per month across the entire Collective and a double-digit uplift in referral traffic to the Merrell site from Instagram. Most importantly, however, the introduction of the Merrell Collective marked a step change in the quality of their user-generated content, with a regular stream of images showcasing the Merrell shoes in action, often set to an epic backdrop.
We’re talking, the deep green forests of the South Downs, mountainside moments amidst the Peak District and coastal rambles through Durdle Door. Name a route, the Collective have hiked it, documenting their adventures with Merrell on their feet every step of the way.