Utilizing Social Media In A Fully Integrated Marketing Strat

Standing out in a sea of sameness to bring products to market, demonstrating the power of the trail, and showcasing diversity and inclusion through social media. 

A key driver of Merrell achieving five straight quarters of 20% or more eCommerce growth through a Digital Direct Offense was the strategic use of organic and paid social media to increase brand awareness, grow followers and build advocacy and consideration. 

This strategy included the use of : 

• Content-driven storytelling
• User-generated content (UGC), influencers and brand ambassadors
• Strategically aligned assets to customer intent and funnel goals
• Creatively positioned new product launches
• Showcased purpose-based inclusive brand storytelling

The efforts contributed to creating a flywheel with the following results: 

• Exceeding the 2019 eCommerce plan by +$4.5M
• Are Instagram audience to 450,000 followers, up from 100,000
•  A 305% increase in average views per Instagram video
• 201% growth in YouTube video views 
• 89% increase in traffic through organic social media
• 54% increase in traffic from SEO, a +170% lift in paid social prospecting
• Elevated Merrell's brand health (awareness) by six index points in 12 months