WORK

Merrell needed a Black Friday campaign that could cut through a long, busy promotional period and drive real results. The challenge was to deliver a strong “up to 50% off” offer while modernising the brand to appeal to a younger, more diverse audience without losing its outdoor credibility. 

Working with The Nevada Company, we created The Mother Of All Black Friday Sales, a bold play on Merrell’s iconic MOAB (Mother Of All Boots) range. By turning a hero product into the headline of the entire campaign, we delivered a concept that felt both fresh and truly resonated with Merrell. 

The campaign launched in three phases to build momentum and urgency, from early access on hero products to storewide offers featuring the highly anticipated MOAB 3. Strategic Fake Friday and Last Chance EDMs kept energy high and conversions coming through the full sales time. 

The result was strong year-on-year growth with a 14.7% increase and an exceptional 352% increase in purchase volume through Meta Ads. These outcomes prove that sharp creative and smart sequencing can really convert.