In December 2012, we joined forces with Timberland PRO to develop cross-channel advertising for its outdoor industrial work boot, the Hyperion, an underdog in the category despite its breakthrough technology. Our first campaign launched in 2013 and results followed. In 2014, we worked on a second boot for Timberland PRO — the Boondock — and assumed responsibility for the brand's Media planning and buying.
Results: Timberland PRO retailers who received media support saw a 45% increase in Hyperion sales volume versus retailers that did not receive support and site visits increased 48% over the same period. In addition, the advertised Hyperion style moved from being the 24th-most-popular searched Timberland PRO style of work boot to the fifth-most-popular within two weeks of campaign launch.
The new round of work from Timberland PRO® shows that when your feet hurt, your work suffers. And you might even spin an outlandish excuse to cover up your mistakes. Two TV spots, “Fernando” and “Crash,” along with social media support, workplace safety posters, radio ads and digital banners, will encourage customers to avoid mistakes and get Timberland PRO® Work Boots and Shoes with Anti-Fatigue Technology.