We wanted to build Timberland a global content strategy to streamline creative processes and asset production globally, and simultaneously activate a global influencer programme to integrate seamlessly with existing marketing and communications.

Our teams crafted a new global content strategy and tone of voice to reach new audiences without alienating existing customers. Boasting talent and experience in both content marketing and product design and build, we worked closely with Timberland’s creative and PR agency, as well as internal teams, to create a truly multi-channel content strategy. It incorporated every touchpoint – from TV Ads to in-store retail marketing and e-commerce, and we built a platform that integrates e-commerce products into Timberland's storytelling.

Then, to bring the ‘Modern Trail’ to life, we identified a series of influencers who shared many of Timberland's brand values, creating a wealth of content around each.