Timberland Boot Company: Updates & Observations

Timberland Trending

        Since the past two weeks have gone by Timberland’s trending has stayed fairly consistent. Meaning the trend lines across various programs, such as SocialMention, IceRocket, and Google Trends, have consistent peaks. However on October 15^th there was a surge in popularity. This could be attributed to Timberland’s launch of The “Hazel Highway” campaign. Though I am still focusing on the “In My Element” campaign, the “Hazel Highway” campaign illustrates how Timberland is using a different brand identity (under “Timberland Boot Company”) to reach a new, younger crowd.

        I cover this more in the second section, for now, I’d like to look at the changes in trends, as well as specific key words and campaigns on Social Mention, Ice Rocket, and Google Trends.

Addictomatic:

 IceRocket:

SocialMention:

Timberland Company - 10/26

Timberland Company - 11/3

        As you can see, Social Mention shows that the “In My Element” campaign brings in more individual authors, as well as creates more sentimentality amongst Timberland followers.

In My Element - 11/2

Timberland “In A New Element”

        Through Timberland’s brand, the Timberland Boot Company, the company is creating a new brand identity with a different, specific target demographic. With this brand and campaign the company is targeting younger artists (music, television, crafters, etc.) to endorse their product and the ideology behind “In My Element,” namely to take on whatever life throws at you and embracing new adventures. Timberland has built up a loyal consumer base merely through word of mouth and the quality of their product. But celebrity/artist endorsement has also solidified their status in the outerwear niche.

Therefore Timberland must appeal to the younger crowd (through social media and endorsement in the entertainment industry) to keep a solid consumer base that can continue to grow with their brand for decades to come.

Blog responses have general positive (though there are still some insisting “Timberland’sDead”).

For instance, “It’s Nice That” blogs:

“[In My Element is] a neat reflection of Timberland’s Fall Winter collection, the versatility of which caters for discerning cultural consumers whose plans can change rapidly and totally, who thrive on the thrill of the new and have to be ready for anything.”

Brand Identity Tied Up in the “Young Crowd”

        Taking on campaigns like “Hazel Highway” and also “In My Element” the Timberland Boot Company is creating a different Brand image and identity. They have a new approach to how they define their products and new fall line… But how will their consumers and distributors define them?

Currently they have two challenges: Appealing to 2 different types of retailers and reaching a new audience.

They have solutions though:

1) Listening to Groundswell (offering variety and staying true the market needs): 

“By listening to retailers and going the extra mile to create their desired assets, Timberland made sure that the campaign was exciting and accessible to all of their retailers.” 

2) Exciting the Groundswell & Giving Incentives (aka mobile apps): 

“Not only do mobile ads attract new customers, they are proven to garner up to 3x for retailer engagement and 2x consumer engagement.”

Overall Observations & Suggestions Going Forward

Timberland has a quite a few brands and campaigns to keep track of, and while they are doing quite a few things right (energizing and engaging in the groundswell with events, contests, and frequent posts) they are going to need to more clearly define each of their brands. Either that, or there must be clear cohesion between the three. It seems that the Timberland Boot Company is taking over their brand image through their social media and marketing strategy. Maybe it would be best Timberland’s brand adapt this as their primary identity… since it’s clearly taken over their social media.