Timberland: Social media case study, presented by Frank Hwang

Timberland Frank Hwang

Social media case studyLearn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 41New York City10-26-2016

MemberMeeting

41

Frank Hwang Sr Manager, Paid and Digital Media October 2016

MEAGENCY / CONSULTING EXPERIENCE

GLOBAL MARKETING DIRECTOR, CANNONDALE BICYCLES

SENIOR BRAND MANAGER, TIMBERLAND

SURFER, SNOWBOARDER, CYCLIST, HUSBAND, DAD

YES. THIS IS NH… IN FEBRUARY

FIRST, SOME CONTEXT

GIVE A GIRL THE RIGHT SHOES, AND SHE CAN CONQUER THE WORLD. - MARILYN MONROE

SOME MORE CONTEXT

MY MAMA ALWAYS SAID YOU CAN TELL A LOT ABOUT A PERSON BY THEIR SHOES, WHERE THEY GOING, WHERE THEY BEEN. - FORREST GUMP

SOME MORE CONTEXT

STYLE IS WHEN THEY’RE RUNNING YOU OUT OF TOWN AND YOU MAKE IT LOOK LIKE YOU’RE LEADING THE PARADE. - WILLIAM BATTIE

NOW, A LITTLE BACKGROUND ON US

IT STARTED IN 1973 WITH A BOOT…

A HERITAGE OF ADVENTURE

New England in Spring

Craftsmanship ImageryLight/Canvas

Values + Sustainability

Style

Yellow Boot in Stylish Way

A 4-SEASON OUTDOOR LIFESTYLE

A BRAND FOR THE MODERN TRAIL

OUR CHALLENGE

QUALITY

HERITAGE

DURABILITY

PROTECTION

INDUSTRIAL / WORK +TOE TO HEAD

STYLE

FUN / YOUTHFUL

MEN + WOMEN

FOR MY LIFESTYLE

VALUES-DRIVEN

OUR GOALS

DIGITAL FIRST? NO… MOBILE FIRST

BALANCE STRATEGY AND REACTION (without being too reactive)

OBJECTIVESEMBRACE THE CONSUMER

CELEBRATE OUR HERITAGE

TELL PRODUCT STORIES IN A LIFESTYLE CONTEXT

SUPPORT BUSINESS GOALS (without alienating the consumer)

TRADITIONAL CONTENT DISTRIBUTION

CONTENT

DISTRIBUTION

CONSUMER

PAID OWNED EARNED

HOW WE TELL OUR STORY

CONTENT

DISTRIBUTION

CONSUMER

PAID OWNED EARNED

THE STORIES WE TELL

A BALANCE OF PRODUCT X LIFESTYLE

THE STORIES WE TELL

THE ORIGINAL YELLOW BOOTLeveraging the insight that over 1.7MM people have hashtagged Timberland on Instagram, this video shows how our Original Yellow Boot is for everybody

A 360 ACTIVATION

VIDEO

WINDOWS/IN-STORE

UGC CONTEST / ORGANIC SOCIAL MEDIA

PAID MEDIA

BLOG / CONTENT

THE ORIGINAL YELLOW BOOT

EMAIL

WEBSITE

INFLUENCER/PARTNERSHIP

YELLOW BOOT IN ACTION

MADE FOR THE MODERN TRAIL

A TENT BIG ENOUGH TO HOLD ALL OF OUR STORIES CONNECTED BY EVERYDAY ADVENTURES

EXPLORE AND CELEBRATE PRODUCT

AMPLIFY AND ENABLE THE LIFESTYLEPartnerships Style and Cra! Influencers Celebrities

THE MODERN TRAIL IN ACTION

THINGS TO REMEMBER

THINK LIKE THE CONSUMER

BE AUTHENTIC FOR REAL

MIX PRODUCT + LIFESTYLE

HAVE A PLAN, BUT BE WILLING TO CHANGE

DISCUSSION

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 41New York City10-26-2016

MemberMeeting

41