The Timberland PRO team was investing in women in the trades. They were backing a documentary about the Hard Hatted Women breaking down barriers in their field and sponsoring a program to teach young women trade skills. They wanted a site to explore a new line of women's safety footwear. And they were starting to create different content that could be shared through social channels. After exploring the needs of the various teams, we brought them together and proposed a commerce enabled site (for exploration of the latest safety footwear) that could also serve as a content hub to promote programs, extend partnerships and be a resource for women in the trades. The content we created could then be shared on social or surfaced across the Timberland and Timberland PRO properties.
Timberland PRO always has amazing lifestyle photography showing strong, confident tradespeople in their authentic work environments. We chose an image that portrays a bold, empowered woman as our hero. This simple but powerful image was paired with copy from the product campaign: Made for women who get the job done. The hero spot sets the tone for women in the trades–tough, empowered and ready to get the job done.
While this site will become a hub for resources and stories for women in the trades, Timberland PRO also wants to outfit those women with the best safety footwear available. A product carousel highlights the latest women's product–driving to product detail pages that feature all of the relevant technical aspects of the footwear. We know that sell through and conversion of the women’s line will allow the team to continue doing great work with and for women in the trades. Testing on other areas of the site revealed that placing the product carousel just below the hero story resulted in more product detail page traffic and ultimately better conversion, particularly on newer product lines.
The newest Timberland PRO Women’s footwear was designed by a woman—specifically for women in the trades. Uniquely built to the contours of a woman's foot, it’s engineered to break in quickly and provide comfort, durability, and performance on the most demanding job sites. A dynamic product shot of the hero sku (shot in our in-house studio) and callouts to the key features of the women's product is presented over a textured concrete background. The presentation is simple and clean but retains the gritty character of the Timberland PRO consumer.
Timberland PRO is helping make director-producer Lorien Barlow’s vision a reality: The first feature-length documentary about women breaking down gender barriers in construction trades. We feature the trailer and a link to the film's website, as well as a picture of our filmmaker and one of the women profiled in the upcoming documentary. Highlighting the people behind programs allows consumers to create a more personal and emotional connection.
Timberland PRO wanted a way to connect more regularly with consumers through long-form content to promote programs, extend partnership stories and become a resource for women in the trades. The spotlight section highlights the latest articles for women in the trades.
This site is to become a content hub and a resource for women in the trades. We want that to be a two-way conversation with our consumers. The site features a feed of commerce enable user-generated content specific to our women in the trades. Targeted user-generated content across our properties showed increased engagement and conversion rate. Placing the commerce enabled UGC component at the bottom of the page gives us one last opportunity to engage and convert consumers. #timberlandprowomen
THE TEAM
Creative Director: Ali Pike
Visual Designer: Helena Olsen
Developer: Ryan Obermiller
Photographer (Tech Story): Dennis Hambucken
Copywriter: Gabe Goldberg
Project Manager: Barbara McCaffrey