Merrell, an American footwear brand, aims to encourage outdoor exploration amid political and economic uncertainties affecting consumer spending. VP of digital marketing, Jane Smith, highlights the brand's focus on connecting consumers with nature as a mental health remedy. Instead of relying on discounts, Merrell's campaign, 'Good Things,' emphasizes the positivity of outdoor experiences. Smith also addresses the balance between performance marketing and long-term brand building, indicating the brand's commitment to resonate with consumers across various touchpoints and promote community well-being.
In recent times, we're working through all the political unrest, the tariff situation and we're always thinking about people's discretionary spending.
We're really lucky. Our mission is to get people outside... getting outside can both help your mental health and also is a great way to exercise and travel.
In one of the most anxious times in recent history, so we're trying to send that message of positivity and community.
There was a line in judging today that I wrote down, 'Performance marketing needs to be balanced with long-term brand building.'
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