nice to meet you ANDREW SELBY
CREATIVE COPY WRITER
CREATIVE / ART DIRECTOR
CREATIVE COPY WRITER
1 • CHALLENGE
2 • EXECUTIVE SUMMARY
3 • BRAND ANALYSIS
4 • MARKET ANALYSIS
5 • THE TARGET
6 • THE IDEA
7 • THE MAIN EVENT
Why we are all here today
• Help Timberland become relevant to a new group of consumers
• Create meaningful awareness and affinity for the Timberland brand
• Create unique positioning for the Timberland brand
• Find consumer motivating strategic insights
How Timberland Lost Relevance EMBRACED BY A GROUP OF CONSUMERS THAT
THE COMPANY HAD NOT TARGETED
AND DID NOT UNDERSTAND:
THE “URBAN CONSUMER.”
“Timberland is being adopted by a consumer that we
didn’t know existed relative to our target audience,”
CEO Jeffrey Swartz told the Times back then,
adding that your brand was all function, not fashion.
TIMBERLAND LOST TOUCH WITH
THE AMERICAN WORKER.
During three hundred interviews conducted,
respondents “Actually love the brand... and would
be more than willing to buy it if the functional
attributes (American National Standards) were there.”
-Rob Walker, 2008. Buying In: The Secret Dialogue Between
What We Buy and Who We Are
The legend goes that the first “urban” buyers of
Timberland boots were NYC drug dealers—guys who had
to stand on the street all night and needed the best
possible footwear to keep them warm and dry. Perhaps a
legend all that is.
Timberland’s latest strategy of “Fewer but better” is concentrat-
ing on Big Ideas such as the best of Timberland’s product
engine, combined with integrated brand-building efforts. The
strategy has unlocked an opportunity to revitalize the brand’s
presence with a compelling multi-faceted campaign rooted in
social media to be launched in the Fall of 2010.
Timberland confronts the obstacle of reclaiming target consum-
ers in a manner that underscores their authentic, durable, func-
tional, practical, and aesthetic products and through focusing
on classic styles and originality. Timberland’s unparalleled com-
mitment to building great, insight-laden product backed with
emotional storytelling is a combination that will return Timber-
land to profitable growth.
TIMBERLAND’S PRODUCTS FALL
INTO TWO PRIMARY CATEGORIES
Apparel and Accessories
Timberland harnesses the power of the outdoors, emphasizing durability, comfort,
rugged performance and craftsmanship in their men’s products. In fact, Timberland’s
percentage of revenues derived from footwear sales have steadily increased on an
annual basis since 2007—from 70.0%, to 71.4%, 72.4% respectively.
In today’s economy, the frequency of replacement purchases has slowed, particularly
the outdoor footwear industry. By leveraging Timberland’s footwear in communica-
tion, specifically the iconic yellow boot, we see an opportunity to reposition the brand
as the maker of the most reliable footwear.
• Feature an L.L Bean Discovery School, where consumers • Emphasize quality, value and service
learn how to do outdoor activities • Myriad past ventures, including a mountain bike line
• Many product videos are featured on their website and have had sponsorships with Oakley and National Geographic
• Strong social presence, and sponsor an award for people • Stress their mountain gear through First Ascent line of clothing and
that help preserve the outdoors use of their social media, blog and website
• “Never Stop Exploring” • “Get Outside Yourself”
• Strong Social media push across multiple channels • Family company focused on kayaking, biking, camping, and hiking
• Marketing efforts include ever-expanding retail, • Strong social presence centered around inspiring and
online and social media presence educating all about the outdoors
• Target outdoor athletes and enthusiasts • Created outdoor adventure schools through their store
• Created an Endurance Challenge in Beijing that with various activities
drew more than 3,000 athletes in 2009 • Sales exceeded $1.4 billion in 2008
• Privately held, consumer-cooperative company
• Majority is done through mail order and online sales • “Welcome to the Great Outdoors”
• Famous for “Guaranteed. Period” policy, where consumers • Largest seller of ski apparel
can exchange or return at any time • Strong sponsorship with Team Columbia biking team,
• Small social presence that tries to connect consumers by which is #1 in the world
sharing summer plans on the website or on facebook • Most known for their Bugaboo jackets
• Stress is on customer service • Footwear was only 17% of their sales in 2009
• Marketing efforts include a strong blog, PR and brand
COMPETITION communication and internet/print ads that attempt
to boost in-store displays
• $1.36 billion in sales in 2007
• Donate 1% of sales of 10% of revenue to green initiatives
• Fleeces, coats and rain jackets are their leading products
• Mission is to make the best product without causing unnecessary harm
• Marketing efforts include a strong social presence and blog,
a focused PR department and work with environmental groups
Timberland’s Place in the Market • We appeal to a broad consumer base through a strong history born
from hard work, comfort, quality, and style
• We have an iconic product in our boots that truthfully is more rec-
ognizable than the L.L Bean boot or the Bugaboo jacket. When
people think, “quality boot,” they think Timberland
• Timberland has fantastic products and ample brand equity to stand
on. Most competitors leverage social media and environmental
responsibility well; we can elevate Timberland above the competition
by making our heritage, an advantage the competition doesn’t share
with us, a contemporary characteristic. There is an opportunity for
Timberland to not only embrace their iconic product,
but to celebrate it.
MEET THE TARGET
These are Men Who Work Hard and Play Hard
Good work starts with a good pair of boots. Timberland has
stood by the quality of its product to protect generations of
workers from the rain, deep snow, slush and mud. The work-
place once called for rugged shoes to stand up against the
factory floors, construction sites, and the great outdoors. But
the workplace has changed, and we see an opportunity to inspire
workers to do good work that extends past their nine-to-five.
These are men who work hard and play hard. Timberland can satisfy
a need for Gen X dads who face new pressures to deliver good work
in different ways than prior generations.
Our research reveals that tension is building in workplaces across the
nation as fathers press for more family time. Dads aren’t working in
the same ways, places, or professions as they used to. Further, the
distinction between professional and personal life is increasingly
Men today are far more involved with their families than ever.
difficult to make.
–Manhood in America: A Cultural History.
Today’s dads love spending up to 3 hours daily with their kids,
but often feel that the pressure of the workplace cuts
into their time to play.
–U.S. Department of Labor, National Study of the Changing Workforce, 2008
With 84% of Gen X dads working full-time,
they can’t devote as much time as they’d like
to their family, and 73% of the target felt
that most of their satistifaciton comes from
their home and family.
–Yankelovich Partners Inc. 2005
THE SECOND SHIFT
Domestic work has become a responsibility akin to work
The percentage of men who report they do most or an equal share of
cooking has increased substantially since 1992, from 34% to 56%, and
most of these men are Gen X dads
While a significantly larger percentage of men say they are involved in
cleaning responsibilities in 2008 than in 1992, women do not report
any change over that period
(Families and Work Institute; 01-Jan-2009)
So, these men still demand quality, but they need it and desire it for
different reasons than they used to, and their spending reflects that:
Quality and reputation is what dad looks for when buying products for
their families; price is much less of a factor.
(Packaged Facts; 01-Jul-2008)
Money Rich, Time Poor.
Shopping ranks amongst the least favorite activity
for dads. Friction, and a strategic insight, arises in
the conflict Gen X dads see between their second
shift and their fun time. They watch TV and listen to
radio more than they thumb through magazines. And
when it comes to shopping behavior, Gen X dads
don’t browse. They buy.
These men have little time. They don’t like to shop.
So, when they do decide to shop, they like to make a
quality purchase that will last a long time. They are
willing to pay more for a high quality product.
By repositioning the purpose of the Timberland boot
not only as a nine to five work boot, but also as a
product that satisfies the needs of the modern
father, we provide a solution for them. And, if they
can see Timberland as a contemporary solution, not
just a historic one, we become incredibly, wonder-
fully, profitably relevant.
People Choose Brands that Reflect Themselves
1 • STRONG ENOUGH TO GET WORK, THEN TO PLAY
Younger dads are spending over 50% more time with their children
on workdays than Baby Boomer dads with children the same age
Fathers of children under age 13 spend 1.94 hours per day in leisure
and sports activities as they care for their children.
(New Strategist; 01-Dec-2008; American Men: Who They Are and How They Live – 2008)
2 • THE SHOES HELP THE MAN MAKE HIMSELF
Gen X parents are more receptive to advertising and new and unique
products than their older counterparts.
(Yankelovich Partners Inc.; 12-Jul-2006; The 21st Century Mom & Dad)
3 • GEN X DADS VALUE QUALITY
Quality makes Timberland boots the ideal sell
...with $22,562 average spendable income, it’s within their reach
After covering essential living expenses in North America, utilizing
spare cash to purchase retail has increased 5 index points since Q3
of 2009 and is at it's highest since Q3 of 2008.
(05-May-2010; Global Consumer Confidence, Concerns and Spending--
A Global Nielsen Consumer Report.)
The Big Idea
Consumer insights show that
Gen X dads love to play, and
they care about lasting quality
We’ll leverage Timberland’s
quality heritage by breaking
through the target’s marketing
Our consumer insights show that
Timberland is renown for quality.
resistance in a contemporary way We want to leverage this perception
in a way that is compelling,
disruptive, and portrays quality in a
way consumers can’t ignore.
Timberland strong enough for life is
intriguing and cool. It’s funny. It’s
powerful, and it’s convincing.
True to the DNA of Timberland.
The New TV
We’ll buy the commercial
rights to a season of our
target’s favorite TV show
on Hulu. During every
PRINT commercial break, the
viewer will choose
between watching one of
Oldie but Goodie our viral videos or playing
the Timber Land video
Take an every day product and make it to look like a Timberland game— a stylized, come-
along with clever copy of how the featured product would work dic adventure into the
better if it were Timberland made. world of the Timberland
What if every product was made
with the same craft and consideration
that goes into Timberland footwear.
Leaks, unheard of.
Rashes, not with this comfort.
Disposible, not to me.
Strong enough for life.
Flashy Flickering Boxes
On average Gen X men spend nearly 6 hours a week
surfing the web.
– 05-Aug 2010 Television, Internet and mobile usage
in the US -- Three Screen Report Nielsen
VIRAL VIDEO SERIES
Free Ninety Nine Publicity
Eight to ten webisodes will explore the quality, and clever
comedy, of a world where other products are created with
the same care and consideration as Timberland products.
Change Human Behavior
• “Check points” set up at parks, events,
stores... people take pictures with “checkpoints”
and upload to the web.
Who ever takes the most pictures, with the
most “Check Points” in a set time or region wins
a GRAND PRIZE! This “Act” gets people to go
out connect the online experience and brand to
traveling and activities…
• Promoted on web, TV, FB, twitter etc... where
these “check points” are set up.
• Doesn’t eliminate non-smart phone owners
• Connected to “social media” FB, twitter, four
• Icons highlight product
strengths, and will help the
product sell itself successfully
• Packaging and presentation,
especially icons, will make the
Timberland Nutrition Facts
Education. NOW IN 3-D!
• Kiosks will be placed in the highest grossing retail
locations to provide a high-impact buying experience
that creates brand affinity
• Timberland kiosks will reflect the brand’s cutting
edge, forward-thinking philosophy and performance
• They’ll educate and entertain
• They’ll provide a cool factor that can’t be overlooked
• They enable the product to successfully sell itself
• Drive customers to actually try the product for them-
• We’ll bring the story and history of the brand to
the foreground while simplifying overall look and
feel to make the experience more contemporary
• Make it a destination, not just a check-point
WEB CONSOLIDATION • Visuals and UI will differentiate Timberland
from the competition and enrich experience
All Together Now SIMPLIFYING RETAIL
• Strengthen icon and search navigation to better
align with the target’s existing web behavior
• Utilize the powerful, iconic contour line Timber-
land logo to streamline navigation
• Simplify search and navigation functions to
make product selection more streamlined and
UNIFY WEB PRESENCE
• Unify web presence so no matter what, users
know they’re connecting with Timberland and
they’re never lost
• Unify all social media platforms to ensure con-
sistent, cohesive communication
WHY IT WORKS
Its Science • Highlights the strengths of Timberland by taking
them out of context
• Appeals to target’s desires for fun and quality in a
way that is both pertinent and permanent
• Universal theme that translates across multiple
media platforms to directly communicate with
buyers and a new generation of consumers
• Brings the Timberland brand and purpose to the
target, bringing relevance easily within reach
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC $ PER TOTAL
SOCIAL MEDIA FACEBOOK JAN FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
SOCIAL MEDIA YOU TUBE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
WEB MEN’S HEALTH JAN FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
PRINT MEN’S HEALTH JAN FEB MAR APR MAY JUN AUG SEP OCT
HULU NBC (30 ROCK) JAN FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC $ PER TOTAL
SOCIAL MEDIA FACEBOOK FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
SOCIAL MEDIA YOU TUBE FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
WEB MEN’S HEALTH FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT OCT
PRINT MEN’S HEALTH FEB MAR APR MAY JUN AUG SEP OCT
HULU NBC (30 ROCK) FEB MAR APR MAY JUN JUL AUG SEP OCT OCT DEC OCT
GRAND TOTAL $2,833,700