timberland: social media case study, presented by frank hwang
TRANSCRIPT
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
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