Timberland collective
Creating an inclusive membership experience to build loyalty and value across all three of Timberland’s key product lines – from creators to explorers to pros.
The core of Timberland’s membership brand was built around the insight that “outside” is a richer, more varied idea than simply going for a hike. It’s what happens in the real world, with implications for Timberland specifically, across three key markets: lifestyle creators, outdoor enthusiasts and pros.
Brand communications were structured to make joining Timberland Collective a no-brainer proposition. Simple, no-cost-of-entry benefits, like free shipping, served as acquisition messaging, while long-tail benefits that encouraged product use, exploration and community, were layered on through a combination of paid and owned-channels.
In-store & point-of-purchase collateral served to reinforce Timberland Collective as a key part of the overall masterbrand experience, and provided an efficient owned-channel to elevate hands-on services such as boot cleaning and repair.
Brand + Digital + Environmental Design
WITH: Elsa Perushek, Peter Petrulo, Jon Reine & Pierre-Laurent Baudy of PLB Lab
AGENCY: Hellen
