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.
With the support of B&S for our Timbstrails campaign, it was possible to engage with authenticators on new platforms, reach consumers and help expand brand awareness outside our traditional channels of communication
Fulvio Itagiba, Sr. Brand Marketing and Communication Manager EMEA
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
Want to talk?
We love talking about brands and businesses.
