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Gen-Z, Millennial Digital Opps: Wolverine Worldwide increases digital spend, plans spring campaign for Merrell

Wolverine WorldWide (WW) is still working on improving digital marketing as its eCommerce business grows. Per its Q4 2020 earnings report, eCommerce sales increased 32% in the quarter and 50% in 2020. WW has also diverted more funds towards digital ads; SG&A expenses increased by 8.8m because it spent $7m more on digital ads in Q4. Additionally, it is developing mobile apps for several of its brands, starting with Merrell in Q2. This should help it reach the millennial and Gen-Z consumer base it seems to be targeting. The company is also planning a 40th anniversary campaign for Merrell, so sellers, keep an eye out for additional campaign ad dollars. 

Please view our digital display spend chart broken down by brand, courtesy of here. 

Sellers-- WW targets a broad range of consumers with its large portfolio of footwear brands. It does seem to focus on reaching millennials and Gen-Zers, especially considering it has made digital marketing a priority. WW increased spend for all of its brands last but Sperry, Chaco and Stride Rite. It also invests in print and radio ads, per Kantar. Remember, it is planning a campaign for Merrell. Sellers should reach out offering digital ad space. 

Agency & martech readers-- Wolverine works with AUXILIARY takes care of creative for Merrell, Cat Footwear and Chaco. I am not seeing any signs of an upcoming review. I recommend looking for work elsewhere for the time being.