To break through the “self-care” noise and remind women of the greatest form of selfcare, Havas Formula created a pop-up in downtown LA to surprise consumers with an experience that would reinforce and share the benefits of the outdoors in an unexpected way. Upon arrival, media, influencers and guests were greeted by a wellness concierge ready to recommend our version of “wellness treatments.” Each treatment featured elements that can be found outdoors. For the aromatherapy treatment, the pop-up featured flowers with proven stress-relief benefits, sounds of nature were produced by a water fountain, and oxygen therapy created an outdoor environment.

Video content of guest reactions from the event were used to amplify the campaign and Merrell’s call to action, with coverage appearing in “Outside,” BYRDIE, Uncover LA, Refinery 29, mindbodygreen, and The Knock Turnal, among others.

As another testament to the success and impact of our More Less Campaign, Merrell was recognized and named Brand of the Year by “Footwear News” – one of the footwear industry’s highest achievements.

200+ Event Attendees

22+ Earned Media Placements

541K Earned Media Impressions