Merrell: Creating Social Content From Long-Form Storytelling
Video | Strategy
Merrell produced more than 20 brand films to be entered in film festivals within the past year, telling unique stories of outdoor enthusiasts around the world and the Merrell products they use. The Parachute Media team was asked to use raw assets from these shoots to create supplementary social media assets across all platforms.
We were able to increase the longevity of these brand stories by creating multiple assets from each film. We created engaging content tailored to speak to audiences on all social platforms. While all the films spoke to Merrell’s core brand values, the diversity of the subject matter made it obvious that each film’s social assets should be tailored to different audiences outside Merrell’s core followers.
Over the course of 2019, Parachute used these assets to create over 100 pieces of social content, both organic and paid, to be used on Facebook, Instagram, IGTV, Instagram Stories, Twitter, and YouTube.