Merrell HydroMocs
When Merrel launched their futuristic, sustainable Hydro Bloom shoe, they had the unique opportunity to fill a gap in the market by establishing themselves as the go-to outdoors brand for Gen-Z. They just needed an in.
The Approach: Less national park hike, more big city park hang
Gen-Z's idea of the great outdoors is different from previous generations. As the most diverse gen in history, their relationship to nature has been shaped by a myriad of socio-economic and cultural influences. For them, an outdoor adventure often means spending time with friends off the trail, in immersive natural spaces situated within urban landscapes.
To get Gen-Z acquainted with Merrell, we decided to meet them where they’re at: outside and online.
We created a storytelling campaign that came alive on social, through organic short-form vertical videos filmed by Gen-Z creators in the natural spaces they would naturally spend time in. From flower pressing to geocaching, our Gen-Z talent showed how the boundary-pushing Hydro Bloom was the ideal choice of footwear for a wide spectrum of experiences that pushed the boundaries of what it means to be outdoors.
12M+ views on Tiktok and counting...
Meta - We The Culture
Walmart Social Content
