Timberland’s behind the scenes content used in our email and social media marketing has been very popular with consumers. They are eager to learn about who works at headquarters and what they wear at the office. As a pilot program, we asked Timberland employees to pick their favorite footwear styles to feature as seasonal staff picks. Initial testing of staff picks product badging showed a significant increase in both click through and conversion across all channels. The program was quickly expanded to include more content featuring staff members–their favorite styles from our seasonal collections, style trends, styling tips and the footwear designers inspiration for the looks.
As testing of digital and instore product badging and storytelling continued to increase both traffic and revenue, the marketing and commerce teams wanted to expand the program again. The team thought that on body photography featuring our staff members would compliment the trend reports, quotes, style tips and product inspiration stories that had been so successful. Additional on body product photography would also provide the women’s style driven content we needed to support the spring women’s line. While everyone agreed this was the next step, we also realized that this was not a budgeted project and the featured products were about to launch.
With no budget for set creation or stylists and a tight timeline, we sourced props from around the building to turn our in-house photo studio into a collaboration space. The backdrop and props were kept purposefully minimal to maintain focus on our looks and the staff models.
The staff picks models were provided with a style guide featuring seasonal style trends, styling tips for each silhouette and inspiration shots from prior seasonal lifestyle shoots. Staff members provided their own outfits, hair and makeup ensuring an authentic style point of view and showing off their unique personalities. Our novice models were a bit nervous, but also excited for their big day in front of the camera.
Emma Turrell, an Accessories Product Development Lead, chose the Somers Falls Loafer in Pure Cashmere Luscious. Emma’s first look paired two spring style trends from our style guide–white and faux fur–for a perfect casual spring look.
These essential loafers’ neutral color go with almost every look, as they add interest without dominating. Emma showed that versatility in her second look pairing distressed skinny jeans with another spring style trend–stripes–and her favorite bold bracelet.
The low-profile, comfortable, feminine silhouette of the Somers Falls Loafer offers multiple wearing occasions and transitions well from spring into summer. With two looks and Emma’s comfortable and friendly personality, we were able to capture plenty of content to feature the Somers Falls Loafer from late winter through spring.
"These loafers are so versatile – I can dress them up or go casual with a comfy jumper and jeans.", said Emma. Consumers agreed as the Somers Falls Loafers and Booties were very popular all season.
Hailey Brennann, a Wholesale Merchandiser, wore the 6-Inch Premium Suede Waterproof Boot in Monochromatic Simply Taupe. Timberland’s iconic boot got a modern spring update with a soft suede and a fresh spring color.
The neutral color and classic silhouette go with almost every look. Hailey brought a confident “boots on” attitude and a perfectly on trend outfit to the shoot.
Hailey said, "In any color or material, the 6-inch boot style always gives me the confidence to take on my day.”
Hailey saw faux fur on our spring style trend board and knew she had the perfect piece in her closet. Taking cues from our style guide, she balanced out the statement fur with distressed skinnies and a flowing, neutral top.
Hailey’s vibrant personality came through on set with playful and confident poses.
We were able to get lots of fantastic content for the transitional early spring season where we traditionally have a minimal imagery.
The classic boot silhouette is an important style year round, but never more so than during transitional style periods. Having on body shots in the key seasonal hue was critical to Timberland’s early spring content strategy.
Sheila Cragg, a North America Executive Assistant, wore the sporty yet classy Flyroam™ Go Knit Oxford in Pure Cashmere. Sporty gets classy: The FlyRoam™ Go knit blends casual styling with sleek lines for a higher-end aesthetic.
Shelia brought two outfits to the shoot. The first look was more casual–pairing on trend fringe jeans with a bright, saturated top and a neutral military inspired jacket.
The second look featured bright pants with a navy striped top and navy blazer. Perfect for Fridays in the executive offices.
The Flyroam™ Go Knit oxfords and chukkas were a big style for woman’s spring line. A few different looks and lots of detail shots gave the team plenty of content for social media and blog posts.
They’re known for street style, but this season the FlyRoam™ Knits push the boundaries of athletic chic. Sheila showed us how to work the trend into your casual office outfits.
Veronique Valentine, an Associate Category Manager in Licensing, chose the timeless Eivissa Sea Suede Oxford in Simply Taupe. "These sneakers are so fresh for spring! I love the woven detail on the outsole – it makes them stand out.”, said Veronique.
Veronique’s fringed, embroidered jeans and sweet cherry tattoo show her personality and unique style.
THE TEAM
Creative Director: Ali Pike
Photographer: Dennis Hambucken
Project Manager: Barbara McCaffrey
Staff Models: Emma Turrell, Hailey Brennan, Sheila Cragg, Veronique Valentine