Download as PDF, PPTX
Uploaded bySocialMedia.org
Timberland: Social media case study, presented by Frank Hwang
The document is a case study presented by Frank Hwang, focused on Timberland's marketing strategies and social media presence. It highlights the brand's heritage, objectives to embrace consumer lifestyles, and a balance of product storytelling through various channels. Key insights include the significance of authenticity and flexibility in marketing approaches while maintaining a strong connection to the brand's values and history.
More Related Content
Similar to Timberland: Social media case study, presented by Frank Hwang
Timberland: Social media case study, presented by Frank Hwang
- 1. Timberland Frank Hwang Social mediacase 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 / CONSULTINGEXPERIENCE GLOBAL MARKETING DIRECTOR, CANNONDALE BICYCLES SENIOR BRAND MANAGER, TIMBERLAND SURFER, SNOWBOARDER, CYCLIST, HUSBAND, DAD YES. THIS IS NH… IN FEBRUARY
- 4. FIRST, SOME CONTEXT GIVEA GIRL THE RIGHT SHOES, AND SHE CAN CONQUER THE WORLD. - MARILYN MONROE
- 5. SOME MORE CONTEXT MYMAMA 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 STYLEIS WHEN THEY’RE RUNNING YOU OUT OF TOWN AND YOU MAKE IT LOOK LIKE YOU’RE LEADING THE PARADE. - WILLIAM BATTIE
- 7. NOW, A LITTLEBACKGROUND ON US IT STARTED IN 1973 WITH A BOOT…
- 8. A HERITAGE OFADVENTURE New England in Spring Craftsmanship Imagery Light/Canvas Values + Sustainability Style Yellow Boot in Stylish Way
- 9. A 4-SEASON OUTDOORLIFESTYLE
- 10. A BRAND FORTHE 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 CELEBRATEOUR HERITAGE TELL PRODUCT STORIES IN A LIFESTYLE CONTEXT SUPPORT BUSINESS GOALS (without alienating the consumer)
- 14.
- 15. HOW WE TELLOUR STORY CONTENT DISTRIBUTION CONSUMER PAID OWNED EARNED
- 16. THE STORIES WETELL A BALANCE OF PRODUCT X LIFESTYLE
- 17. THE STORIES WETELL
- 18. THE ORIGINAL YELLOWBOOT 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 UGCCONTEST / ORGANIC SOCIAL MEDIA PAID MEDIA BLOG / CONTENT THE ORIGINAL YELLOW BOOT EMAIL WEBSITE INFLUENCER/ PARTNERSHIP
- 20. YELLOW BOOT INACTION
- 21. MADE FOR THEMODERN TRAIL A TENT BIG ENOUGH TO HOLD ALL OF OUR STORIES CONNECTED BY EVERYDAY ADVENTURES
- 22. EXPLORE AND CELEBRATEPRODUCT
- 23. AMPLIFY AND ENABLETHE LIFESTYLE Partnerships Style and Cra Influencers Celebrities
- 24. THE MODERN TRAILIN ACTION
- 25. THINGS TO REMEMBER THINKLIKE THE CONSUMER BE AUTHENTIC FOR REAL MIX PRODUCT + LIFESTYLE HAVE A PLAN, BUT BE WILLING TO CHANGE
- 26.
- 27. Learn more aboutpast 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