#CelebrateTheIcons Campaign
Talent Procurement & Influencer Activation


The Brief

ITB was tasked by Timberland to procure and manage talent for an EMEA Influencer programme to support the 45th Anniversary campaign of their iconic Yellow Boot. To demonstrate the versatility and appeal of the product, ITB secured a diverse selection of talent from different professional backgrounds to make up the #TimberlandCollective. The Influencers were required to share a video of their ‘unboxing moment’ along with pictures of themselves wearing the boot via their social channels.


The Casting 

The talent chosen reflected the four key casting pillars: diversity, cultural relevance, authenticity and fashion credibility. Amongst the collective included TV presenter/streetwear expert Elias Riadi, Editor of GQ UK Style Luke Day, British auto racing driver Oliver Webb and award-winning. choreographer Sherrie Silver.

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The Results

The talent were engaged to post on Instagram wearing the yellow iconic boot using the hashtags #CelebrateTheIcons and #TheTimberlandCollective. The campaign reached over 500,000 followers with highly positive follower sentiment. As a result, the campaign earned an average engagement of 8.08%!