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.
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Timberland: Social media case study, presented by Frank Hwang
- 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