Our work | Timberland | Calling All Earthkeepers

Timberland was planning to launch their very own YouTube channel for their Earthkeepers initiative, a grassroots environmental movement. They needed to find a way to communicate the channel launch as well as their values while encouraging the audience to create their own 'green' content.

To start the dialogue we created the first piece of content for the channel using authentic New Hampshire scenery and real Timberland staff.

We integrated a competition element as part of the launch mechanic to drive further uptake and also used part of the film for rich media banners to drive awareness. We used the film itself as the vehicle for the introduction of the channel, Timberland's values and as a key driver to encourage audience content generation. We then recommended Timberland to position and encourage both their content and channel as areas for audience debate.

The video received over 100,000 views within a week of launching. The film and channel continued to create a reaction across social media and were referred to, debated and discussed in a large number of 3rd party sites, blogs and news media from the UK, to Australia and the US, thereby delivering a broad reach and awareness for Timberland's Earthkeepers channel.