Timberland: Social media case study, presented by Frank Hwang

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In his SocialMedia.org case study presentation, Timberland's Senior Manager of Digital and Paid Media, Frank Hwang, talks about how they engaged with fans using UGC to drive a 360-campaign around their heritage product.

Social Media

Frank Hwang
Sr Manager, Paid and Digital
Media
October 2016

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 Imagery
Light/Canvas
Values + Sustainability
Style
Yellow Boot in Stylish Way

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)

OBJECTIVES
EMBRACE 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 ORIGINAL YELLOW BOOT
Leveraging 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

MADE FOR THE MODERN TRAIL
A TENT BIG ENOUGH TO HOLD
ALL OF OUR STORIES
CONNECTED BY  
EVERYDAY ADVENTURES

AMPLIFY AND ENABLE THE LIFESTYLE
Partnerships Style and Cra Inﬂuencers Celebrities

THINGS TO REMEMBER
THINK LIKE THE CONSUMER
BE AUTHENTIC FOR REAL
MIX PRODUCT + LIFESTYLE
HAVE A PLAN, BUT BE
WILLING TO CHANGE

Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41

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1. Timberland Frank Hwang Social media case study Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41

2. Frank Hwang Sr Manager, Paid and Digital Media October 2016

3. ME AGENCY / CONSULTING EXPERIENCE GLOBAL MARKETING DIRECTOR, CANNONDALE BICYCLES SENIOR BRAND MANAGER, TIMBERLAND SURFER, SNOWBOARDER, CYCLIST, HUSBAND, DAD YES. THIS IS NH… IN FEBRUARY

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

5. 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

6. 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

7. NOW, A LITTLE BACKGROUND ON US IT STARTED IN 1973 WITH A BOOT…

8. A HERITAGE OF ADVENTURE New England in Spring Craftsmanship Imagery Light/Canvas Values + Sustainability Style Yellow Boot in Stylish Way

9. A 4-SEASON OUTDOOR LIFESTYLE

10. A BRAND FOR THE MODERN TRAIL

11. OUR CHALLENGE QUALITY HERITAGE DURABILITY PROTECTION INDUSTRIAL / WORK + TOE TO HEAD STYLE FUN / YOUTHFUL MEN + WOMEN FOR MY LIFESTYLE VALUES-DRIVEN

12. OUR GOALS DIGITAL FIRST? NO… MOBILE FIRST BALANCE STRATEGY   AND REACTION (without being too reactive)

13. OBJECTIVES EMBRACE THE CONSUMER CELEBRATE OUR HERITAGE TELL PRODUCT STORIES IN A LIFESTYLE CONTEXT SUPPORT BUSINESS GOALS (without alienating the consumer)

14. TRADITIONAL CONTENT DISTRIBUTION CONTENT DISTRIBUTION CONSUMER PAID OWNED EARNED

15. HOW WE TELL OUR STORY CONTENT DISTRIBUTION CONSUMER PAID OWNED EARNED

16. THE STORIES WE TELL A BALANCE OF PRODUCT X LIFESTYLE

17. THE STORIES WE TELL

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

19. A 360 ACTIVATION VIDEO WINDOWS/IN-STORE UGC CONTEST / ORGANIC SOCIAL MEDIA PAID MEDIA BLOG / CONTENT THE ORIGINAL YELLOW BOOT EMAIL WEBSITE INFLUENCER/ PARTNERSHIP

20. YELLOW BOOT IN ACTION

21. MADE FOR THE MODERN TRAIL A TENT BIG ENOUGH TO HOLD ALL OF OUR STORIES CONNECTED BY   EVERYDAY ADVENTURES

22. EXPLORE AND CELEBRATE PRODUCT

23. AMPLIFY AND ENABLE THE LIFESTYLE Partnerships Style and Cra Inﬂuencers Celebrities

24. THE MODERN TRAIL IN ACTION

25. THINGS TO REMEMBER THINK LIKE THE CONSUMER BE AUTHENTIC FOR REAL MIX PRODUCT + LIFESTYLE HAVE A PLAN, BUT BE WILLING TO CHANGE

26. DISCUSSION

27. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41

Timberland: Social media case study, presented by Frank Hwang

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