Delivering a global content strategy to reposition one of the world’s leading footwear and apparel brands. Engage an audience with Timberland’s new brand positioning by leveraging inspiring down to earth, brand worthy ambassadors – ‘Mark Makers’ and deliver always on associated content across multiple media channels.

Letting real people tell our stories.

Inspired by the very product collections them selves we set about telling the story of Timberland’s ‘Modern Trail’ via influencers, identified as sharing many of Timberland’s brand values and aligned to the themes of the seasons collections.

We managed the entire process from start to finish – from creating the strategy, to selecting and engaging influencers, to creating the content and finally managing the spend to promote it across the varied channels.
This end-to-end solution linked directly into Timberland’s above-the-line and in-store creative executions, creating inspiring content alongside more traditional marketing communication that seamlessly spoke to the consumer in a single, consistent voice.

We believed in making a mark: Turning passions into positive impact.

To create content with global cut-through we went to work producing true down to earth creative promoting passionate and collaborative individuals inspired by bringing things to life that were never there before. We created stories committed to depicting our Mark Makers as individuals making small but pivotal contributions to the world around them.

We were challenged to create an innovative content strategy to help Timberland appeal to a new target audience.

We created an entirely new content strategy and tone of voice but needed to ensure this was an evolution, not a revolution. It was hugely important that the new content didn’t alienate the existing audience, or jar with previous brand messaging.

A clear tone of voice was first on the agenda, but just as important was to develop a ‘unique point of view’ for the brand that was to run throughout its content.

Working closely with Timberland’s creative and PR agencies as well as internal teams, we created a truly multi-channel strategy that filtered down from TV advertising to in-store retail marketing and e-commerce.Every communication touchpoint engaged with the newly defined editorial guiding principles.

For the first time, Timberland North America, EMEA and Asia all committed to using global content.

This was achieved by creating stories that married emotionally engaging personalities and desirable products. Consequently, multiple territories committed to using the global content, alongside creating some of their own, guided by our overarching global content strategy.
Awards entry timings mean that the final results are not currently available, however, early indicators show a massively positive uplift across all regions.