Campaign details

Award name: ROI Festival
Award category: Video Creativity and Digital Media Integration
Award level: Gold
Brand: Timberland
Brand owner: VF Corporation
Campaign name: 踢不烂
Agencies: SG and Activation Nodeplus (Shanghai)
Industry category: Clothing and Accessories
Release date: May and August 2018
Budget: RMB 10-20 million
Country: China


Background

Consumer surveys showed that Timberland fans in China were a niche group of males living in first- and second-tier cities and mostly individuals with ‘attitude’. But this group also exhibited strong brand stickiness and a high level of product satisfaction even at price points over RMB1,000 per pair.