Performance
Case studies
Timberland gains visibility & consideration in the eyes of Gen Z, thanks to a unique gaming experience on Twitch
In 2022, Timberland approached Better&Stronger to overcome three key issues: telling their story in a cutting-edge way, targeting a young audience thanks to a gaming prism, and implementing an influence strategy on Twitch to gain more visibility in EMEA.
![HEADER-timberland-genealogy](https://f.hubspotusercontent30.net/hub/2688185/hubfs/HEADER-timberland-genealogy.jpg?width=320 320w, https://f.hubspotusercontent30.net/hub/2688185/hubfs/HEADER-timberland-genealogy.jpg?width=480 480w, https://f.hubspotusercontent30.net/hub/2688185/hubfs/HEADER-timberland-genealogy.jpg?width=540&height=380 800w)
key results
of people reached
during the campaign
of global impressions
on Timberland's Instagram account
of view-through-rate
generated by the ads campaign on Twitch
of engagement rate
on Timberland's feed with authenticators
![Timberland-Logo-Black](https://f.hubspotusercontent30.net/hub/2688185/hubfs/Timberland-Logo-Black.png?width=320 320w, https://f.hubspotusercontent30.net/hub/2688185/hubfs/Timberland-Logo-Black.png?width=480 480w, https://f.hubspotusercontent30.net/hub/2688185/hubfs/Timberland-Logo-Black.png?width=1000&height=1000 800w)
about
Timberland
- Designer and marketer brand of sustainable footwear and accessories
- Has been in the market for over 90 years
- 138 subsidiaries in the world
- Learn more about the brand on its e-commerce website: www.timberland.com
- 143 shops in France
- Part of the VF Corporation (The North Face, Vans)
goals & challenges
- Define and own boot culture with youth by dialing up a progressive stance
- Find the right authenticators to tell a story in an innovative way, and advocate Timberland’s brand heritage on a relevant platform
- Gain reputation and visibility through a unique gaming experience
- Promote and drive traffic to the Timbstrails experience outside the UK
The solutions we provided
- Development of an influence marketing campaign focused on new communication trends, using the Twitch platform
- Scouting and targeting of two professional streamers/gamers to participate in a live show, and engage the audience in a fun way
- Creation of a communication toolkit to promote the game in the EMEA region (set up of ads campaign on Twitch, content creation on social media)
- Launch of an online communication strategy: seeding iconic products to authenticators to gain more visibility on their social networks (organic seeding)
- Promotion of the Timbstrails experience on authenticators’ accounts to amplify the message on Twitter & Instagram
final outcome of the collaboration
Through this activation, we put extra effort to help Timberland raise awareness and attention outside of the UK thanks to a unique gaming experience on Twitch. With the help of two authenticators, Timberland managed to increase its impressions by 218% on Instagram. In collaboration with authenticators, posts in Timberland’s feed generated 16,730 engagements, which allowed them to reach way more non-followers than usual.*
of people
reached during the campaign
of global impressions
on Timberland's Instagram account
of view-through-rate
generated by the ads campaign on Twitch
of engagement rate
on Timberland's feed with authenticators
*This case study was realized in March 2022.
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