Woman in black with an orange backpack hikes a grassy slope in beige Merrell shoes, Up to 30% Off text — Merrell keeps its lifestyle style while promoting up to 30% off.

Key takeaways

Format: Offer Story with lifestyle photo and two short lines
Best for: Seasonal sales for premium brands that want to protect their image
Hook: 'Up to 30% Off.' delivered calmly, like a fact, not a shout
Reuse it: Keep your usual photo style and add a short, clean sale line

Available sizes

Meta Stories/Reels (9:16)338 × 600 · JPG

What is an offer ad?

An offer ad leads with a deal, such as a percentage off, free shipping or a first-order discount, as the main hook. It's built to convert people who already know the brand or are close to buying, and works best with a clear deadline or condition.

See all offer / discount ads →

Why this offer / discount ad works

01
Offer without losing brand
The discount uses the same type and photo style as product ads, so it feels premium, not cheap.
02
Clear, quick message
Two short lines tell shoppers what is on sale and how much they save.
03
Seasonal hook
'Fall Faves' links the sale to the hiking season and implies popular products.
04
Motion and sunlight
A striding hiker and long shadow add energy and invite people to get outside now.

Full creative breakdown

Who this ad targets

This ad targets existing Merrell fans, past visitors and value-conscious outdoor shoppers aged 25 to 55 who plan fall hikes and are waiting for a deal. It works well for retargeting and lookalike audiences during seasonal sales. The lifestyle look also attracts younger shoppers who like the brand's style but need a price push to buy. Sale timing also catches early holiday shoppers.

Copywriting analysis

'Fall Faves.' is a short, friendly phrase that frames the sale around favorite products for the season, suggesting popular, proven items. 'Up to 30% Off.' gives the concrete reason to act. Using full stops makes both lines feel calm and confident, rather than urgent or loud. The 'up to' keeps margin flexibility. The lack of countdowns or exclamation marks fits a premium brand, while the platform text can add urgency with 'limited time'. It is a model for on-brand sale ads.

Visual design

A natural palette of greens and browns with a black-clad hiker in the center keeps the image calm and outdoorsy. The orange backpack brings a warm accent matching Merrell's brand color. Text is split on a staggered diagonal, left then right, following the hiker's stride. White type stands out on the grass. Logos sit in the bottom corners, as in the product ads, so the sale fits the brand system.

How to adapt this template for your brand

Start with an on-brand lifestyle photo, not a generic sale graphic.
Write a two- or three-word seasonal hook.
Add the offer as a short, calm line with 'up to' if discounts vary.
Place text on a diagonal that follows the subject's movement.
Add urgency in the primary text instead of on the image.

Tips for footwear ads on Meta

Built for Instagram and Facebook Stories and Reels, where it fills the full screen. Keep the product name and logo out of the top 14% and bottom 20% so the profile bar and CTA button do not cover them. Pair it with a short primary text and a Shop Now button, and run it next to a 4:5 feed version of the same shot so Advantage+ placements can serve the right crop. Refresh the creative every two to three weeks to avoid fatigue.

About this creative

A vertical sale Story ad for Merrell. A woman with long dark hair, black beanie and sunglasses strides across a grassy, rocky hillside, seen from slightly above. She wears a black jacket and wide black trousers with an orange and tan backpack, and beige Merrell hiking shoes with white socks. Her long shadow falls on the grass, showing bright sunlight. The ground is a mix of green grass, small pale plants and brown earth, giving a natural fall hiking feel. Copy is in clean white sans serif: 'Fall Faves.' sits on the left at the upper middle, and 'Up to 30% Off.' is placed on the right, slightly lower, both ending with full stops for a confident tone. The white Merrell M sits bottom left and the MERRELL wordmark bottom right. There is no price, product name or countdown on the image.

Meta ad · 338 × 600 · Footwear

Merrell 'Fall Faves. Up to 30% Off.' Sale Story Ad

This Merrell fall sale Story ad shows a hiker striding across a grassy slope with the lines 'Fall Faves.' and 'Up to 30% Off.' It is a 9:16 Meta creative that shows how a premium outdoor brand can run a discount message while keeping its lifestyle look.

Added 11 Oct 2026