Timberland
Timberland’s latest campaign paid homage to the rich legacy of the brand. But to resonate in the Chinese market, the campaign needed to also look forward. Working in lockstep with the boot maker, We. developed a plan to make boot culture synonymous with youth culture, by positioning the Yellow Boot as a must-have fashion piece.
We. rolled out digital and brick-and-mortar activations to amplify the ad campaign and make the “unbreakable” Yellow Boot a symbol for China’s next-gen consumers. Messaging conveyed the daring spirit of the brand and encouraged youth audiences to embrace it as a bold new lifestyle. To drive engagement, We. landed Timberland’s ad campaign on social media platform RED (小红书), where Chinese influencers brought their Yellow Boot stories to life. Celebrity seeding and customized DIY boxes that reinterpreted the brand’s classic styles built momentum for the company’s first premium store opening in Shanghai.
We.’s strategy grew the value of Timberland among young Chinese consumers, rejuvenating it as a brand built for the fearless. The campaign achieved 7.3B impressions, 34K+ engagements, and a total AD value surpassing CNY 18M.
