Timberland global content strategy and production
Timberland global content strategy and production
Agency: Mediablaze. Strategy and creative direction: Tom Dunmore.
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The challenge: Create globally relevant content to engage a new audience
The challenge: Create globally relevant content to engage a new audience
Build a global content strategy to streamline creative processes and production of assets globally while simultaneously activating a global influencer program to integrate seamlessly with existing marketing and communications
The solution: Define and own the 'modern trail'
The solution: Define and own the 'modern trail'
I lead the Mediablaze team that a new global content strategy and tone of voice to reach new audiences, without alienating existing customers. Drawing on experience in both content marketing and product design and build, we worked closely with Timberland’s creative and PR agency and internal teams we created a truly multi-channel content strategy that incorporated every touchpoint from TV Ads to in-store retailing marketing and e-commerce - and built the platform that integrated e-commerce products into the storytelling. To bring the ‘Modern Trail’ to life we identified a series of influencers who shared many of Timberlands brand values and created a wealth of content around each.
Above: designs for the Markmaker pages that appeared on the Timberland global website
The audience
The audience
Using extensive qualitative research, Timberland identified a new target audience for the activity and labeled them the OLS (Outdoor Life Styler). I led the team that took this audience target segment and overlaid its own insight, based on quantitative research and social listening to identify key passion points around which to build content.
Influencer activation
Influencer activation
In order to bring this strategy to life, we had to creatively manage multiple stakeholders across the global account and deliver assets that would be used across the territories. Our creative team went to work producing daily content targeted at the newly identified audience that would be deployed on the newly redesigned Timberland blog.
We reinvigorated Timberland’s dormant ‘MarkMaker’ program. Inspired by the ‘Wharf District’, and with a distinctly nautical theme, the content set about telling the story of Timberland’s ‘Modern Trail’ via influencers, identified as sharing many of Timberland’s brand values.
We managed this 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 social. 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.
Ambassador films
Ambassador films
We shot and produced 12 films showcasing Timberland’s brand ambassadors for the Fall and Spring 16 seasons. Shot on location in Europe and the US, among them was a short film focusing on up-and-coming British musician Jamie N Commons who appears in (and supplies the soundtrack to) Timberland’s TV ad campaign. I worked closely with the filmmaker, creating outlines and storyboards for the min-documentaries.
Filmmaker: Scott J Hutchins.
Strategy, creative direction & storyboarding: Tom Dunmore
Above: alongside social and website content, we produced a series of magazines and in-store materials for Timberland retail stores
The results
The results
+74% increase in entrances to the blog via social
+39% increase in organic entrances to the blog
16 films shot and delivered.
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