January 2022 - R/GA
Timberland boots were iconic in the ‘90s. Not only were they a massive part of the US hip-hop scene, they were also a part of an Americana movement that spread throughout Europe, Tokyo and Australia. They were more than just footwear, they were an expression of identity, community and culture.
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The ask:
Create a digital experience to reinvent the Timberland brand for Gen Z in the digital age.
The problem:
Timberland was reaching (but not engaging) newer generations who weren't around in the 90s and didn't have the same level of affinity with the brand.
The TRUTH:
The cultural heritage of Timberland may be anchored in the 90s, but it's relevance stands the test of time.
The strategy:
Take the cultural heritage of Timberland, dig deep into the stories that drive it. Turn those stories into an interactive digital journey and gamify it, to drive engagement.
The IDEA:
TimbsTrails. An interactive experience that takes fans on a journey through the biggest moments in Timberland history; with 6 trails, 15 unique environments, 96 content cards and cameos from 90's icons. Educational, nostalgic and a hell of a lot of fun, this is a connected brand experience that takes Timberland into the future.
The outcome:
23 million reached, with 41% more likely to buy from Timberland.
