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Trail Running Month: Make Your Miles Wild
Category
Small Budget Brand Activation Marketing (Overall Budget Less than $500,000)
Description
Winner Status: Silver
Client/Brand: Merrell
Agency: Supply + Demand and Words From The Woods
Headline:
Merrell asks road runners to "Make Your Miles Wild," reversing a rolling 12-month market share decline while introducing millions of people to the many benefits of trail running.
Campaign Summary:
Merrell is the #1 footwear brand in hiking, but as we looked to expand trail running there were challenges at every step. How do we motivate road runners to try something new while out-performing big-name competitors? We launched Trail Running Month, inviting millions to experience the power of the trail.
Team Credits:
Janice Tennant, Chief Marketing Officer, Merrell
Lindsey Lindemulder, Director, Brand Marketing, Merrell
Kelly Warkentien, Creative Director, Merrell
Jane Smith, Senior Director, Digital Marketing, Merrell
Jennifer Bernsteen, Brand Equity Manager, Merrell
Lauren King, Senior Manager, Public Relations, Merrell
Jamie Leach, Digital Marketing Manager, Merrell
Will Pray, Digital Marketing Manager, Merrell
Garrett McGuire, Director, Retail Marketing and Brand Equity, Merrell
Erin Reilly, Graphic Designer, Merrell
Matt Davis, Art Director, Supply + Demand
Steve Flood, Creative Director, Supply + Demand
Additional Contributors:
MNI
Havas Formula
Roundhouse
Winner Status
- Silver