Merrell
European Channel Consolidation and EMEA Content Strategy for Merrell
Merrell came to us to synchronise their brand across social: They had no centralised brand voice on social, and their audiences were being fed disparate messaging. This was inhibiting their relevance and impact on their existing and prospective audiences.
By tailoring content and creative output to the EU audience we were able to drive stronger relevance for the audience using EU-specific trends, customer profiles and consumer data. The process involved a high volume of communication and organisation as we not only learned about the brand as a whole but the subtle differences within each region.
When we began our journey with Merrell, they were operating with six separate Instagram accounts across Europe. This fragmentation led to inconsistency, not only between the channels but also with the brand itself. With no unified brand voice on social, their audiences were receiving mixed messages, which diluted their relevance and impact. Their social presence required harmonising and a cohesive, powerful narrative that resonated with both existing and potential customers.
When Merrell approached us with the challenge of managing multiple Instagram accounts across Europe, we recognised the need for a unified brand voice. We initiated the process by consolidating their six separate Instagram channels into one cohesive page, ‘MerrellEU,’ which served as the central hub for all European communication.
We developed and executed a series of regionally tailored campaigns designed to resonate and drive relevance amongst the diverse European audience. We crafted content that aligned with EU-specific trends, customer profiles, and consumer data, ensuring that each post was relevant and engaging. This involved high levels of collaboration with the Merrell team to understand the brand’s identity and subtle regional differences.
An always-on community management implemented, allowing us to continuously gather insights from the audience, identifying their needs, interests, and pain points. Findings from this continue to influence and inform our content strategy. We also provided EMEA-specific design and production work, sending content creators to capture the essence of local events and activations, further strengthening the connection between the brand and its European audience.
As Merrell’s presence grew, so did the complexity of integrating social media with broader marketing objectives. Our consultative approach included deep dives into workflows, product launches, and social media monetisation strategies, ensuring that Merrell’s social channels were not just engaging but also aligned with overall business goals. By auditing broader brand campaigns and crafting bespoke, social-first strategies, we ensured that Merrell’s social media was effectively leveraged for every campaign, driving both relevance and impact across Europe.
Jerome Le Belle "The team creates an effective workflow through their impressive communication skills and professionalism. Overall, it's been a very successful engagement."
