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THE CHALLENGE :

Infuse feminity into a line that has always been more focused on men’s style.

In the fall of 2017, the brand wanted to change its skin and build a new successful era, signing a contract with a European designer in order to establish a new era driven by newly found femininity and fashion styles.

The local client was looking for an efficient solution to bring the concept to life on the Belgian market, through means powered by digital touchpoints.

THE INSIGHT : 

A key finding from Isobar’s “Belgium under the Influence” consumer survey indicates that women are quite found of highly qualitative content on social media platforms, especially when it comes to lifestyle and fashion advices.

And among Social Media platforms, Instagram is proved to be a powerful medium for strong visual narratives.

THE SOLUTION : 

Timberland wanted its female universe to break free from stereotyping and pigeonholing, and this could be achieved by empowering micro and macro Influencers to lend their voices to support the claim.

We developed an Influencer program centered on Timberland’s “Don’t Call Me” global platform, profiling talents against specific stereotypes and asking women to take back their own stories.