Unlocking a Youth Culture Consumer to deliver brand heat and relevancy

3.4m film views
OOH Campaign reaching 50m+ people
PR Reach of 75.9m
Social Media Reach of 18.7m

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

Copy of Timberland_SS19_Raye_461

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.

 

Get in touch to find out how we could help your brand unlock an audience