Merrell: Mind over Matter Campaign

CLIENT: Merrell

OVERVIEW

The outdoors is medicine for the mind. The wind in the hair, mud on the boots and air in the lungs – getting outside invigorates and restores – recharging our batteries and boosting our mental wellbeing. Science proves it too. We’ve been working with Merrell to secure and execute a sponsorship with Mind, the mental health charity, with an aim to promote the benefits of time and experiences in the outdoors on mental health.

WHAT WE DID

Through the partnership, we’ve been inspiring people across the UK to get hiking, trekking and trail running so they can reap the rewards of the outdoors.
 
Merrell’s headline sponsorship of the Mind Charity Hikes, some of the charity’s most popular fundraising events, saw the brand support hundreds of hikers as they braved a 24-hour walking challenge in a bid to raise vital funds for this important cause. Engaging the Merrell Collective, the brand’s network of ambassadors, and walking groups across the country, we helped mobile the outdoors community to rally behind the initiative and fly the flag for mental health in the outdoors.
 
Brandnation co-ordinated fundraising efforts across all marketing channels both internally and externally – from PR to social to retail. Our friends at Ellis Brigham even executed a bespoke in-store offer – donating to the charity through sales of a key Merrell product line. The Brandnation team was able to bring the partnership to life through story-telling – focusing on the living experiences of Eli Bishop, a Merrell ambassador and mental health advocate. Using the mediums of content, social and PR, Eli revealed how the outdoors saved her life in a bid to inspire and support others. As a sports PR agency, we were delighted that Eli’s story was featured on sites including inews and Mpora.

RESULTS

As a sports PR agency, we were delighted that the campaign raised over a fantastic £25,000 – money that will help the millions of people in the UK suffering from mental health issues to provide them with the support they need and deserve.

If you enjoyed this, why not read our sports PR Football Index case study. If you need any help then get in touch with our team here: mary.k@brandnation.co.uk.