Latest / Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities
How Merrell Built a Trail Community That Sells Shoes
Episode 39 of Community Marketing with Fexingo dissects how Merrell, the outdoor footwear brand, turned hikers into a grassroots marketing engine. Lucas and Luna walk through the launch of Merrell's Trail Squad program in early 2023 — a network of 500+ volunteer ambassadors who lead local group hikes, share trail tips, and earn gear discounts. The hosts dig into why the program works: the community isn't asking members to buy shoes; it's asking them to lead adventures. They compare it to REI's Co-op model and contrast it with influencer-style campaigns. The episode also…
The skinny
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