National Take a Hike Day Social Campaign
Challenge
Merrell is an American footwear and apparel company, with a mission to share the simple power of being outside. We needed to make National Take a Hike Day own-able to their brand and create a bespoke social campaign that aligned with their larger marketing strategies, effectively promoting sales.
Solution
We leveraged National Take a Hike Day’s proximity to the end of Daylight Savings; known to be a mental downer marking darker days. We highlighted the importance of Vitamin D on physical and mental health with a cheeky CTA centered around the need to take the day off, get outside and “Get some D" (in your Merrells).
Rx For Some "D"
To kick-off our campaign, we had a doctor-influencer create a PSA-style video informing everyone how important vitamin D is for combating the winter blues. We started rolling out content that suggested people take National Take a Hike day off work, in order to get some much needed "D" and encouraged users to pressure their employers for the day off.
Getting The "D"
Our next phase involved getting a little playful with the innuendo around "D". It was important to keep the video assets feeling user made, rather than highly polished, to drive views and engagement. We met viewers where they were comfortable being on social without feeling like they were "being sold to". We ended this phase with a reminder that Merrell was going to make good on its promise to give its employees the day off to get some "D".
National Take a Hike Day
On National Take a Hike Day, Merrell gave their employees the day off for the holiday, and we refreshed its Instagram grid with a 3-square banner promoting OOO for the day.
The Afterglow
We ended the campaign with another UGC style piece putting a button on the campaign with a well established "before and after" social format. Being both relatable and humorous.
The Reception
The campaign reception was overwhelmingly positive. Most people appreciated the innuendo and humor as a break from the bombardment of brands that take themselves too seriously to be a little risky (and frisky).
Results YOY All Platforms:
Results Q3 Benchmark Instagram
* Instagram was the campaign focus
My Role
I was ACD and Art Director. I led the creative, partnering with strategy and account leadership in campaign concept, ideation and copy. Art directed the designers and editors in graphics, filming, and edits. I was client liaison concerning creative direction and feedback.
The Team
Sarah Heetderks (Account Director), Bryan Rosas (Designer), Kayla Shay Roebuck (Designer), Skyler Santos (Editor)
The Agency
Unfold Agency 2023