Women's History Month Social Campaign
Challenge
For Women’s History Month, Merrell wanted to drive engagement around the idea of spending time with your fellow women outside. This campaign needed to fall within the broader “Women’s Hike” initiative that simplest form of self-care was getting outside.
Solution
We promoted the idea of self-care through sisterhood, nature, and spending time uninterrupted. Positioning Merrell's products as support to get outdoors, we crafted a series of posts with an analog feel, offering engagement through relatability, humor, and heart.
Sisterhood Journal Prompts
To kick off our campaign and encourage engagement we posted a series of hiking journal prompts, asking users to respond and share. The prompts all related to our goals of connecting women with each other, and themselves, in nature. We opted for actual photography to stay true to the tactile trend of stepping away from the stress of digital noise.
We created a carousel with some of the community's best responses
Self Care Through Sisterhood
We partnered with influencer @josiebalka known for her trending sounds on Instagram concerning relatable issues facing women, and asked her to compose prose about self-care through sisterhood and getting outside. We set the audio to bespoke visuals that captured women, together, in nature.
In Every Universe
We felt the the "in every universe" trend circulating social was a perfect pairing for this campaign- celebrating the themes of friendship and togetherness. The hand drawn style matched with our campaign aesthetic, so our art director ideated and drew these beautiful animations for this asset.
What's Your National Park Personality?
We created a product focused carousel with a sprinkling of relatable humor, showing personality archetypes of a friend group and asking the question “What is your park personality?” We encouraged engagement from the community while celebrating our national parks as a destination to get outside with your girlfriends.
There's Always One
In a follow-up to our “Park Personality” carousel we also created a travel specific one considering how March often coincides with Spring Break. Tapping into the feeling that on each girls trip “there’s always one.” This shop-able carousel contained links for friends to grab the gear they needed to get outside and take a trip (and a hike) together.
Outdoorsy or Outsidey?
Playing off the trend of “outdoorsy” or “outsidey” we created a shop-able carousel that gave product options for either type of personality, demonstrating that Merrell has what anyone needs to get outside and spend some time with their sisters.
My Role
As Associate Creative Director, I worked with Merrell’s internal teams, our agency stakeholders and our strategic lead on overarching campaign direction, leading execution ideation, approving visuals and designs from our art director, and led client communication regarding creative direction.
The Team
Sarah Heetderks (Account Director), Kayla Shay Roebuck (Art Director)
The Agency
Unfold Agency 2024