Here at Jaywing, we're delighted to announce that we've officially partnered with the iconic outdoor and active lifestyle brand, Merrell. It’s a brilliant collaboration where we get to inject our signature blend of data-driven insight and creative firepower into their organic social media, content creation and community management. We're already hard at work, bringing our expertise to Merrell’s Instagram and Strava channels.
Merrell came to us looking for a way to cut through the noise, and that’s exactly what we thrive on. Our team is now deep in the world of outdoor adventure, producing seriously engaging organic social content. The goal? To elevate interaction, drive deeper engagement, and build an even stronger community around Merrell's European Instagram (@merrelleu), their elite trail running community on @merrelltestlab, and their Strava presence. We're talking everything from reactive content that captures the moment to being on the ground at key events.
We were up against some tough competition for this one, but Merrell chose us after being impressed by our bold creative ideas, our strategic, numbers-backed approach, and our track record of delivering high-performance content for brilliant retail clients including END Clothing. We love a challenge, and this pitch was one we were truly passionate about.
Zoe Gooderham, Digital Marketing Executive at Merrell, really got what we’re about. She told us, “Jaywing demonstrated a genuine enthusiasm for Merrell, which we immediately appreciated. The team consistently exceeds expectations and produces work of exceptional quality.” Hearing that kind of feedback is what motivates us every day.
One of the early highlights has definitely been our role in supporting Merrell’s awesome Urban Hike event in London. It was all tied into their latest international Urban Hike Guide campaign, led by the Merrell Hike Club. Our team was there, capturing the energy, creating compelling content for the EU channels, and making sure that the event reached as many people as possible on social media.
Our Organic Media Director, Ryan Dean, summed up our excitement perfectly: “We’re so excited to collaborate with Merrell and bring our creative expertise to the forefront of their social media strategy. By crafting authentic and engaging content, we aim to elevate their brand presence and deepen their connection with a passionate audience, broadening their appeal amongst younger consumers and making hiking more accessible for all. As our partnership evolves, we’re eager to explore new platforms, amplify product launches, and support Merrell’s continued growth in the outdoor footwear space.” That’s exactly our mission.
And the best part? We’re already seeing fantastic results. In just the first quarter of working together, we’ve helped Merrell drive an incredible increase of over 200% in engagements and a massive 400% in Reach. These are the kinds of numbers that get us really fired up.
Looking ahead, we're already planning to scale up social activity and throw our creative weight behind major product launches and exciting brand updates. We’re confident that our creative, data-driven approach will continue to support Merrell’s success and expansion in the outdoor footwear market, making sure every piece of content truly resonates and drives that crucial product awareness.