Unlocking a Youth Culture Consumer to deliver brand heat and relevancy
KINC has been responsible for the strategy, creative, and deliverables for Timberland brand campaigns since 2018, appealing to the youth demographic through music, street culture, and environmentalism.
Audience
16-24 years, Urban, Outdoor
Communities
Fashion / Music / Cause / Creative
Services
Strategy / Creative / Project Management / Content / Influencers / PR supporting the campaigns / Live events
Process
KINC creates authentic conversations with Timberland’s core audience by adapting EMEA and Global directives, creating UK campaigns that resonate and are influential. This includes selection and activation of music artists including Loyle Carner, Raye, Yxng Bane, Kojo Funds and Yungen.
Outcomes
We first celebrated the iconic 6-inch Timberland boot by creating music videos with Yxng Bane and Raye, featuring references to Timberland’s 90’s music heritage (FW18).
In 2019, we incorporating a Timberland sustainability message into the music campaign by creating The Green Room, featuring Yungen and Raye.
This developed into a full environmental campaign, bringing together Loyle Carner and National Park City to support Nature Needs Heroes global messaging for FW19.