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a huge shift in brand perception
wORKING FOR tIMBERLAND AS GLOBAL HEAD OF MARKETING, I WAS PART OF THE CLIENT TEAM THAT DELIVERED THE BRAND STRATEGY FOR TIMBERLAND THAT ALLOWED THE Business TO RE-IGNITE CONSUMER INTEREST AND DEMAND ATTENTION FROM A YOUNGER, and more socially conscious AUDIENCE.
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TIM DELANEY -
CHAIRMAN AND CREATIVE DIRECTOR LEAGAS DELANEY
HOW?​
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ACHIEVED THROUGH A NEW BRAND PLATFORM THAT FOCUSED HEAVILY ON THE ECO CREDENTIALS OF THE BRAND. this strategy was built from A NEW PRODUCT RANGE THAT WAS A DEPARTURE FROM THE ICONIC YELLOW BOOT AND BOAT SHOE.
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IN JUST 5 YEARS TIMBERLAND DOUBLED ITS VALUE FROM 1BN TO 2BN, and THE BRAND EVENTUALLY WAS SOLD to vf corporation in 2011, WHICH WAS ALWAYS THE PLAN FOR WHAT WAS A FAMILY OWNED BUSINESS.
RESULTS​
TIMBERLAND NEEDS TO BECOME LESS RELIANT ON THEIR TRADITIONAL AND AGEING CONSUMER
INVENTING
A NEW CATEGORY
supporting nike as part of the agency roster meant i was exposed to many initiatives from the 2012 LONDON olympics through to the england football sponsorship deal.
the biggest launch during this time was undoubtebly, fuel band.
what is fuel band?
STRATEGICALLY IMPORTANT TO NIKE. THE FUEL BAND WAS A FIRST OF IT’S KIND WEARABLE - AND IS WIDELY CONSIDERED AS THE PIONEER of THE CATEGORY
My role?
delivering the launch campaign, leading all press activity AND PARTNERSHIPS, WHICH culminated with an Immersive brand experience in the heart of London's west end. FUEL BAND SOLD OUT WITHIN HOURS AND SUSTAINED A HUGE DEMAND THROUGHOUT 2012.
18%
PROFIT GROWTH
Nike's equipment division saw an 18% rise in profit after the Fuel Band's introduction, compared to a 1% loss the previous year. ALTHOUGH THE FUEL BAND WAS ULTIMATELY DISCONTUNED, IT CEMENTED THE BRAND'S TECHNOLOGICAL DOMINANCE OVER ITS RIVALS.
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this iS THE GREATEST SHOWCASE OF OUR BRAND ON EARTH
Mark Parker
nike ceo
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