THE CHALLENGE
Timberland seeks to inspire and equip a new generation of Adventurous Doers. The brand is seen and respected as a staple but has not been able to resonate with younger audiences such as gen-z, who form their bonds and opinions of brands across social media platforms. The brand needed to both participate in and drive forward cultural conversations, bringing forth its progressive, authentic voice across social media which is becoming the most efficient way to reach this new age of consumer. Obsidianworks was appointed as Timberland's social agency of record in late 2022, with the aim of supporting their 50th-anniversary initiatives and expanding their social presence. We lead their social strategy, channel planning, creative & social copy ideation, content creation, and community management across 7 social platforms.

THE ASK
Elevate Timberland’s social profiles, by pushing the brand’s edges and delivering best-in-class social content and creating an ownable social playbook to help break through the clutter.

THE APPROACH
Growth across our 4 key social channels increased greatly across platforms, with TikTok providing the most growth, due to our social first approach and continues fostering of the platforms native audience.

THE IMPACT
TikTok – Followers increased by +1,111.62%
Pinterest – Followers increased by +14.37%
Instagram – Followers increased by +0.96%
Facebook – Followers increased by 0.7%