merrell hike club

Objective:
I led the digital marketing efforts for Merrell Hike Club, crafting a campaign that combined influencer partnerships, organic seeding, and high-profile celebrity collaborations. My goal was to elevate Merrell’s brand awareness by positioning the Hike Club as a community-driven initiative that aligned with outdoor enthusiasts and adventure seekers.

Outcome:
The campaign shattered company records, generating over 20 million impressions in a single month. Strategic celebrity partnerships with figures like Jeff Goldblum and Jeremy Piven significantly boosted engagement, reinforcing Merrell’s brand authenticity and strengthening its presence in the outdoor lifestyle market.

Close-up of a person's feet wearing hiking boots and beige socks standing on a rocky surface outdoors.

key contributions & strategy

  • Influencer & VIP Collaborations – Secured partnerships with key outdoor creators, athletes, and celebrities, including Jeff Goldblum and Jeremy Piven, to amplify brand visibility.

  • Organic Seeding & Community Growth – Designed an organic influencer gifting program, ensuring product placement with high-impact creators to build credibility and trust.

  • Content Strategy & Digital Execution – Led content initiatives that encouraged user-generated content and engagement across social platforms.

  • Multi-Platform Marketing Campaign – Drove campaign rollout across Instagram, TikTok, and other digital channels, integrating paid and organic strategies for maximum impact.

impact & results

  • Generated 20M+ impressions in a single month, setting a new company record.

  • Expanded Merrell’s digital presence, strengthening its connection with adventure and outdoor communities.

  • Amplified engagement through high-profile influencer partnerships, leading to increased brand credibility and awareness.

Person taking a mirror selfie in a walk-in closet, wearing a black hat, black sunglasses, a black jacket with white floral and vase designs, zebra print pants, and bright yellow shoes.
A woman smiling and raising her arms with a backpack above her head in a grassy, wooded area with mountains in the background.
Woman in outdoor gear sitting on a rock with a scenic forest and mountain in the background.
A woman standing on a large rock by a lake, facing a wooded mountain landscape with fall foliage.
A woman in a pink shirt and black leggings tying her hiking shoes on a rocky trail during sunset.
A woman crouching by a river near a waterfall in a forest setting, with greenery and trees surrounding the scene.
A man with sunglasses and a beard smiling stands beside a pool at a modern house with glass walls.
A woman standing on rocks near a waterfall in a forested area, smiling and looking to her right, with green trees around and water flowing over rocks into a pool.
A man lying on green grass with arms behind his head, wearing a dark jacket, black pants, bright yellow socks, and orange running shoes.
A woman with dark hair tied in a ponytail sitting cross-legged on a rock, smiling and looking to her left, wearing a pink T-shirt, black pants, and sneakers. The background shows a landscape of rolling hills and mountains during sunset.
Close-up of a person's foot wearing a gray Merrell shoe standing on a muddy, rocky ground outdoors with trees and greenery in the background.
A woman standing on rocks near a waterfall in a forest with trees and greenery.
Close-up of hiking boots and lower legs of a person standing on rocky terrain with a waterfall in the background.
A woman standing on a dirt platform surrounded by green trees, with a large steel bridge or tower in the background, looking upward with a smile.

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