Old & New Icons
Timberland
Agency: We Are Social
2017
The Brief
In 2017, Timberland chose We Are Social to revamp its social media presence with a brand new strategy aimed at positioning the brand into the world of lifestyle and streetwear. So far, the brand was famous for the iconic yellow boots, which became a street staple during the 2000s. Later on, the shoe became a symbol of low-class, trashy style. The company wanted to distance itself from that image and communicate its whole range in a fresh, contemporary way.
Idea
Rejecting the structure of a traditional monthly editorial plan, the whole social media strategy was built around Timberland’s marketing calendar, which summoned all activities for the different product lines. Each product line, limited edition, launch or special activation was translated into a content and paid media campaign.
Social Media Strategy
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Project Management
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Paid Media Strategy
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Social Media Strategy 〰️ Project Management 〰️ Paid Media Strategy 〰️
Execution
The main challenge from a visual point of view was to create a consistent image even if photo and video assets were produced by a series of different stakeholders, each with their own style and point of view: the brand’s production house, the brand’s e-commerce team, the social media agency, other media partners. In order to create a leitmotiv that could make Timberland recognizable on social media and give a kick to basic product assets, I worked with the Art Director to create graphic elements that could identify each product campaign.
Every product campaign was translated into a content campaign structured into a launch phase - usually a photo moodboard, together with a video to generate reach and set the visual mood of the collection - and a sustain phase including style content to generate engagement (total looks, and style ideas, sometimes with influencers or other testimonials) and product content with a direct CTA to e-commerce.
Each content campaign was designed to be a media campaign too, leveraging on a variety of formats to reach viewers, engage them in re-targeting and ultimately drive them to the website. I developed and managed the media strategy in the day by day, and created campaign reports too.
