Timberland: global content strategy + digital experience

Timberland: global content strategy + digital experience

The challenge: create globally relevant content to engage a new audience

Mediablaze was asked to create an innovative content strategy to help Timberland appeal to a new target audience. This strategy needed to have global appeal to satisfy Timberland’s worldwide retail network and put in place a process to deliver assets to local territories to ensure a consistent tone of voice throughout its communications.

Finally, the strategy needed to activate a global influencer program and ensure it was integrated throughout Timberland’s marketing comms.

Client:

Project:

Timberland: global content strategy + digital experience

Launch the project
https://www.timberland.com/blog.html

The strategy

Mediablaze created a new global content strategy and tone of voice to reach new audiences without alienating existing customers. We overlaid Timberland’s new target segmentation and desire to own the ‘Modern Trail’ with our own insight, using quantitive research and social listening to identify key passion points.

Working closely with Timberland’s creative and PR agencies, as well as internal teams, Mediablaze 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.

Influencer activation

In order to bring the ‘Modern Trail’ to life, we reinvigorated Timberland’s dormant ‘MarkMaker’ program from 2015. We identified a series of influencers who shared many of Timberland’s brand values – from up-and-coming British musician Jamie N Commons to Organic farmer Andre Davis-Cetina. We created a wealth of content around each influencer, capturing stills, video, interviews and how-tos as well as exploring their relationship with the cities they call home.

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Mobile UI designs for the Timberland MarkMaker pages

Platform design & build

We not only created all the content for the hero Markmaker program, we also built the interactive web pages that tightly integrated e-commerce product into the storytelling:

 

Creating content with global cut-through

Mediablaze deliverables included:

  • Global content strategy & tone of voice
  • Blog & social content
  • In-store magazine production
  • Campaign & film production
  • Product & lifestyle photoshoots
  • Social strategy – including Tumblr, Instagram, Facebook & Twitter
  • Influencer engagement
  • Community management in six languages across multiple territories
  • Microsite design & build
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Jamie N Commons fronted the first of the three-year series of MarkMaker films that Mediablaze produced for Timberland

Success

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

Timberland’s main objective was to create content aimed at its new target audience that could be used by all of the brand’s global territories. This was achieved by creating stories that married emotionally engaging personalities and desirable products.

timberland traffic increase

+174%

Increase in entrances to the blog via social

+35%

Increase in organic entrances to the blog

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