Merrell Canada
Merrell Canada hikes up sales
Merrell Canada, known for their high-performance sports attire, turned to Pinterest to run a high-impact ads campaign. They used a suite of Pinterest ad products to help drive consideration — further fueled by Pinterest's latest ads offering: direct links. The results? Impressive. This campaign took the brand to new marketing heights among Pinterest's high-intent shoppers.
Merrell Canada embarked on a marketing mission: to showcase the brilliance of their boots, including the coveted Moab 3, hailed as "Canada’s #1 hiking boot." The challenge? Reaching a broad and diverse audience of hiking enthusiasts spanning various age groups and sporting levels. The solution? Pinterest. Why? Their audience is here.
As the go-to platform where people come to plan, discover, and seek inspiration for their next adventure — Pinterest provided the perfect backdrop for Merrell Canada's marketing aspirations. They teamed up with agency partner Havas Canada and collaboratively crafted a consideration campaign.
2.53x
increase in outbound click volume1
60%
improvement in cost per outbound click1
Merrell Canada used an array of Pinterest ad products and formats — leveraging video, carousel, collections, Idea ads, and Standard ads. This line-up was strategically selected to enhance creativity and discoverability within peoples' feeds.
To further fuel their campaign, Merrell Canada opted in and embraced Pinterest's latest advertising feature: direct links. This format helps expedite the path to purchase for shoppers. How it works — when a shopper clicks on your ad, it skips a close-up of the Pin and instead takes them directly to your website.
For the media strategy, they used Pinterest Trends to lean into consumer intent — see what was top of mind for customers and what they were searching for. They soon identified a seasonal moment, with hiking-related searches spiking for the likes of hiking outfits, shoes, and boots. These insights then helped inform their keyword strategy, encompassing a wide range of search terms, topics and trends relating to hiking apparel, adventurer aesthetics, and road trip outfits (to name a few).
The creative was a perfect blend of sporty meets lifestyle. These outfits weren’t just hike-worthy, they were everyday wear-worthy.
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“Pinterest’s array of ads products and formats has helped us take Merrell Canada to new heights, especially after opting in for direct links. Merrell Canada was very pleased with its performance and results — as were we. This campaign has been a game-changer and given us a wealth of ideas for our next campaign.”
Stephanie Mo
Director of Ecommerce, Wolverine Worldwide
Marketing mission accomplished
Merrell Canada reached their target audience and saw noteworthy results — with an impressive 2.53x increase in outbound clicks while improving cost per outbound click metrics by 60%.1
A key element contributing to its success was Merrell Canada's standout approach to helping Pinterest shoppers envision their products in their lives. Adding direct links to the marketing mix helped shoppers convert even more seamlessly — taking them from discovery to action with just one single click.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Try direct links for yourself. Reduce the steps to take shoppers from discovery to action with one of Pinterest's latest ad formats. Direct links are designed to help expedite the path to purchase — instantly directing users from Pinterest to your website with just one single click.
Lean into Pinterest Trends which align with your brand and product. Utilize the Pinterest Trends tool to see what’s top of mind for your customers. And if the timing’s right, just like it was for Merrell Canada, tap into a seasonal moment. Show up where your audience is actively searching for products like yours.
Follow Pinterest best practices for your creative assets and branding. Make your ads pop in peoples’ feeds — show them how your products will enhance their lives. Also, make your ads more prominent with text overlays and consistent call to actions (CTAs). CTAs can increase ad recall by +40%.