Global content strategy and platform build - The Pack

Formulate a content strategy that would deliver the regularity and vision needed to reach potential customers who weren’t visiting the Merrell site.

Merrell’s outdoor gear was market leading but their digital experience definitely wasn’t. We helped them rectify that by designing and building new platforms, managing their social channels and harnessing the skills of content-creating influencers.

We created a global content strategy and our product design and build team crafted a digital destination with rich, sharable content that communicated Merrell’s authority and passion for the outdoors. We also reimagined the blog site in an online adventure magazine called ‘The Pack’ whilst reconfiguring the way it worked with Merrell’s social channels. Moreover, we put in place an editorial team and a global network of brand ambassadors known as ‘The Alpha Pack’ - four of whom we captured on film as they met for the first time to compete in ‘GODZone’ the toughest race in the world. The resulting film - and ‘How To’ videos shot on location in New Zealand, became the centrepiece of content for ‘The Pack’.