Today, there’s a new trail. It crosses cities and countryside and everywhere in between. But unlike a traditional trail, this one is constantly changing with opportunities and challenges around every corner, offering exciting detours and chances to connect. Conditions along the Modern Trail are unpredictable. From work to play. Night to day. Sun to rain. And so once again, we outfit for the unknown—empowering our outdoor life stylers with the style and versatility they need to blaze the modern trail.
Timberland was launching a new campaign: Made for the Modern Trail. The first phase of the campaign (and initial touchpoint throughout) was to define and claim the modern trail, bringing our young outdoor life style consumer along the journey and encouraging them to explore their modern trail. This phase was aimed at raising brand awareness and shifting brand perception.
Rich media banners showed our hero modern trail image–a new trail outside in the city and beyond. The imagery shows the trail of a city park, then a couple walking the path with the city skyline as a backdrop exploring outside in the city and slightly beyond. The final image shows a closeup of our young outdoor lifestyler in Timberland outerwear as the Timberland logo and cta animate in. We created banners for men and women activations.
Standard and static banners as well as page skins supported the concept of the Modern Trail with a variety of modern trail and lifestyle images paired throughout the season. We tested a variety of ctas and consumer journeys, adjusting the weighting of ads as we saw actionable results.
Our rich media takeover units explore a variety of paths on the modern trail, showcasing key outfits from each of the seasonal product capsules. We end on the hero trail image as the logo and cta animate into frame. On touch, a city specific map features curated stops and consumer generated images along the consumers modern trail. They are invited to share an image or shop the collection. The new hashtag was introduced: #moderntrail.
The campaign supported key capsule collection throughout the season aligned to print drops, store window and site refreshes and supported through social media and blog posts. Each capsule showcased a couple walking along a path with the city skyline as a backdrop. Lifestyle images and on-body product detail shots highlighted the hero products for mens and women’s footwear and outerwear. Standard, static and page skin unites were created and tested throughout each capsule timeframe.
A mix and match mobile takeover was created to increase consumer engagement and highlight product capsule styles. This custom rich media unit featured three outfits (a fourth specific to the Asian market) that invited consumer to swipe each area of the outfit to create their own unique look or shake for a random outfit. Once consumers engaged with the unit, a full logo and ctas appeared, driving social sharing and to custom shop the look pdp pages for each possible look.
THE TEAM
Creative Director: Ali Pike
Copywriter: Mike Abenante
Developer: Jim Ballard
Project Manager: Barbara McCaffrey