Timberland PR

May 29, 2009 MullenLowe

Challenge: Create a corporate social presence for Timberland that supports multiple product lines, initiatives, partnerships and various social properties , while inspiring passion for the outdoors and fostering personal connections with the Timberland brand.

Solution: Maximizing a pre-established fan group, Mullen launched a robust Timberland Facebook experience for thousands of passionate fans providing the community with a centralized resource for Timberland news and content. The agency designed a customized Timberland welcome tab to drive awareness for the current Yele Haiti promotion with Wyclef Jean, while continuing to spark mobile app downloads, support new collections and drive product purchases. Additionally, Mullen created a custom Earthkeepers tab to encourage fans to “Join the movement,” raise awareness for the collection and establish a POV on sustainability and environmentalism.

Simultaneously, Mullen launched the @Timberland_Co Twitter handle to establish a corporate voice for the brand, while supporting the Facebook fan page and other Timberland social properties.