Integrated Online Campaign / Apparel, Fashion: Mullen / The Timberland Company / Timberland Women's Launch
Timberland faced a daunting challenge in launching its new women's line: harness the strong brand reputation and reach style-conscious women. Their solution? Partner with credible style sites. On Sugar Network, Timberland wove product content into editorial, including "Urban Hike" guides. On LuckyMag, they took over home-page space usually reserved for "Lucky Right Now," beside Lucky's top five featured products. Timberland sponsored InStyle.com's Fall Accessories Report, creating a tab for an "Ultimate Shoe Guide." And the Glam Network's Fashion Expert Program integrated Timberland products into its "Eco-Chic Must-Haves." Tracking suggests a 200-percent boost in brand relevance, and all featured products sold out in days.
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