Our work
Merrell
  • Content marketing
  • Product design & build
  • Strategic consulting

Global content strategy and platform build - The Pack


The challenge

Engage and connect with customers worldwide - online

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


What we did

Developed a content strategy and launch an online adventure magazine called 'The Pack'

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’.

alt

“A big change of direction… we’ve found a content marketing partner we can trust to lead the way.”

Meg Hammond
Marketing Director
Merrell

“Merrell is prioritising content as a way for us to engage with our customers. We partnered with Mediablaze to create a platform of content that inspires and enables others to hit the trail and join our pack.”

Rachel Martinelli
Marketing Specialist
Merrell

The results

Driving ecommerce traffic and supercharging social

The revitalised Merrell blog became the biggest referrer of ecommerce traffic and helped to supercharge the brand’s social channels.

1400%

increase in traffic to the Merrell blog (2012 - 2013)
Merrell

84.3M

impressions to the GODZone adventure race film
Merrell

Supporting Insights.

Emma Potter

Leaders of The Pack scoop prestigious International Content Marketing Award

Create deeper connections with your customers worldwide

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