Timberland S17 #ModernTrail

January 26, 2017

Campaign Overview
  • Influencers
    12
  • Posts
    133
  • Impressions
    12,183,119
  • Interactions
    251,454
  • Deliverable Engagement
    3.06%
Summary
Timberland has long been one of the US's most iconic heritage brands. From the city streets to the great outdoors, they pave their #ModernTrail with classic Americana. They wanted to see how influencers wore their Timberland gear and styled it into their everyday lives with a long-term campaign spanning from February to June.

Together with Timberland, we found the perfect influencers to embody the brand's spirit and create awareness for Timberland's S17 #ModernTrail campaign through beautiful, on-brand content. We not only maximized impressions and built a database of imagery, but also generated a solid engagement rate and CPM.

The strongest channel on this campaign was Instagram - it did far and away better than the other platforms. This is standard, but it did better yet than benchmark engagement rates based on Fohr Card's site-wide recorded performance on Instagram data.

Besides a database of images featuring Timberland product and influencers' experiences with the brand, they also delivered verified impressions and engagement on their blogs, Instagrams, Twitters, and Facebooks. The overall results? Impressions that created awareness, social engagement that spread the word, and beautiful imagery and copy for the brand’s use on web, newsletters, and social.

Aiming for 4.3 million impressions and 48 posts, we garnered a whopping 11.5 million impressions and 126 posts, likely due to the long-term partnership that garners loyalty to a brand and organic-feeling content. Half of the bonus posts were on Instagram, which is a highly valuable spot, and much of this can be attributed to Justin Livingston, Sheryl Luke, and Dylana Suarez specifically. They helped this campaign go above & beyond, and it did not go unnoticed.

Platforms Impressions Interactions Eng % Posts
Instagram 9,353,697 248,734 2.66% 55
Facebook 2,418,682 2,377 0.10% 18
Twitter 242,147 316 0.13% 34
Blog 0 0 0.00% 1
Tumblr 80,023 27 0.03% 5
Blog 88,570 0 0.00% 20
Influencers Impressions Interactions Eng % Posts
Oh anthonio 147,087 1,752 2.57% 7
Jovelroystan.xyz 187,607 6,772 3.54% 13
Tania sarin 558,556 9,023 1.84% 13
Chicityfashion 39,758 436 1.63% 2
Chelsea lankford 70,481 2,208 3.27% 2
The fashion philosophy 191,706 3,828 2.04% 14
Sheryl luke 4,466,615 49,662 1.23% 15
Dylana suarez 1,927,068 6,318 0.54% 17
Vanilla extract 1,379,222 67,523 4.93% 10
Cheralee lyle 472,043 11,070 2.37% 8
Justin livingston 2,172,849 71,360 4.25% 25
Kiddavid 570,127 21,502 3.50% 7
Influencer Content
Data?1497029224
Who's ready for summer? 🙋 All about those sandals and sunnies on timberland.com 😎 @timberland #ModernTrail #Ad
+1
RT @Timberland: We see you, summer. Happy Memorial Day! #MDW #Timberland https://t.co/nb4ImkeCCU Photo: @ChiCityFashion https://t.co/V9qBaP…
Missing default
+1
Sandals season is nearly upon us! Since San Francisco is known for its chilly summers, it's the perfect excuse to book a warm getaway and break out the sanda...
Data?1497029177
+1
It's 91° and sunny in NYC today! In other news, I'm an inside cat now. ✖️😅💦✖️• wearing @simonmillerusa shirt + @americaneagle jeans + @timberland boots • sna...
Data?1497029175
+1
C U R R E N T L Y : ❶ packing for my trip to Dublin tomorrow with @troprouge + @guinnessus; and ❷ brainstorming some fun road trips for the summer... suggest...
Data?1497029174
+1
It's 91° and sunny in NYC today! In other news, I'm an inside cat now. ✖️😅💦✖️• wearing @simonmillerusa shirt + @americaneagle jeans + @timberland boots • sna...
Data?1497029172
+1
C U R R E N T L Y : ❶ packing for my trip to Dublin tomorrow with @troprouge + @guinnessus; and ❷ brainstorming some fun road trips for the summer... suggest...
18422271 665127297028542 3796574255387917453 o
+1
Stepping into sandals season with Timberland on the blog today: http://www.vanillaextract.me/sandals-season-with-timberland #moderntrail #ad
+1
Stepping into sandals season with @Timberland on the blog today: https://t.co/kpyqkBMz14 #moderntrail #ad
Data?1494613779
Stepping into sandals season with @timberland on the blog today! #moderntrail #ad
Screen shot 2017 05 11 at 5.59.34 pm
Sandals season is nearly upon us! Since San Francisco is known for its chilly summers, it's the perfect excuse to book a warm getaway and break out the sandals.
Data?1494539950
+1
in the end, we're all just adults trying to navigate adulthood. ✖️✌🏼✖️ • Timberland chukka sneakers #moderntrail #sponsored
Data?1494539233
let's go on forever and ever... in the end, we're all just adults trying to navigate adulthood ✖️✌🏼✖️ • wearing @timberland chukka sneakers #thursdaymood • #...
Data?1494539231
+1
let's go on forever and ever, living in this beautiful chaos ✖️➰✖️ • wearing @timberland chukka sneakers #thursdaymood • #sneakers #moody #moderntrail #spons...
Data?1494539229
+1
me you and a Thursday mood ✖️➰✖️• @Timberland chukka sneakers #moderntrail #ad https://t.co/V5kiVM3oBT
+1
Sandals Season with Timberland https://t.co/E4r7aJApET on @bloglovin
Data?1494351092
10 Month
+1
Loving my new Timberland sandals! So perfect for any adventure I find myself in this season. #moderntrail #ad @Timberland
Data?1494351090
10 Month
+1
Loving my new sandals! So perfect for any adventure I find myself in this season #moderntrail #ad @Timberland https://t.co/8sVaWCu3LJ
+1
RT @Timberland: Strappy sandals + springtime sun. @Truelane in the Bailey Park Sandal, available online and at @Macy's: https://t.co/sBCHC…
Data?1493993956
10 Month
+1
Love running around in my new favorite sandals 🖤 @timberland #moderntrail #ad. https://t.co/bKA3btMENl https://t.co/OfEhkGKUFz
Data?1493993953
10 Month
+1
Love running around in my new favorite sandals 🖤 @timberland #moderntrail #ad.
Data?1493934665
new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨ 👍🏼 -or- 👎🏼 [link in my bio]
Data?1493934663
+1
new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨ 👍🏼 -or- 👎🏼 [link in my bio]
+1
new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨…… https://t.co/AwoBHIfjeF
Data?1493918784
+1
All smiles last night with my @timberland fam! My journey on the #moderntrail has lasted many seasons and it just gets me all 😍 every time.
Data?1493830590
+1
F R I D A Y V I B E S ↠ wearing new @timberland boots ✨👌🏼 • snapped by @dan_churchill • #moderntrail #ad #justinlivingston #mensstyle
Data?1493830588
+1
happy weekend vibes ✨✌🏼 • wearing @timberland + snapped by @motiankari
Data?1493830586
+1
Giving the #ModernTrail a neutral makeover over on the blog with these limited-edition Timberland Bare-Naked Boots ---> http://scoutsixteen.com/bare-necessit...
Data?1493745161
12 Month
+1
Sorry for the overload of snowy photos you guys but I hardly ever post images of the man behind my success. 11 years of marriage meant more to me than 10..no...
Data?1493745159
+1
Favorite kicks and you won't believe what brand it is • linked it on the blog ....
50797 tania summer styles hero 1
Running around with my busy schedule it gets difficult to find a perfect shoe to throw on and still feel chic. I recently discovered the Glancy 6-inch boot. ...
50797 sockless 1
With warmer weather around the corner, it’s time to start heating up your summer wardrobe with a few new styles from Timberland that you can wear sans socks....
Data?1493144707
10 Month
Taking a glance at my new rouched peep-toe bootie from @timberland #ModernTrail #ad #Timberland
Data?1493075754
Exploring this city that I love so much 💙 In my adventure boots @timberland #ad
50797 vday 4
We love exploring San Francisco through urban hikes. It's the perfect activity for when we need a work break and a fun way to reconnect with one another. We ...
50797 killington article 2
I’ve been spending some quality time in my Timberland Killington dancing, running and jumping around town. All I have to say is: Wow.
50797 flyroam article 1
SNEAKER BOOTS FOR ANY OUTFIT: FLYROAM By: Jovel Roystan, @jovelroystan Over the past few years, I’ve added a pretty cool variety of kicks to my arsenal...
50797 img 9986
SPRING THAW: ROAD TRIP ESSENTIALS By: Cheralee Lyle, @cheraleelyle One thing is for sure, I can’t wait for spring to hurry up and get here! I love to...
50797 ericalave tbl chelseaboot crop
SPRING TRAVEL GUIDE: ALL THE ESSENTIALS By: Erica Lave, @ericalave Last year, my modern trail looked like a road trip to new destinations. I explored...
50797 kenniston article hero
HOW TO WEAR IT: THE KENNISTON By: Dylana Suarez, @dylanasuarez It’s officially the season of the boot - it doesn't matter what coast you are on, or w...
50797 feminine looks article 1 1
FEMININE LOOKS AND SPORTY SHOES By: Dylana Suarez, @dylanasuarez Sneakers are a part of my DNA. I’ve always been the tallest one in the room, so flat...
Data?1492717803
+1
walking on sunshine. ✌🏽
50797 timberland x guest 12 1
SUMMER ESSENTIALS: THE GLANCY PEEP TOE By: Sheryl Luke, @WalkinWonderland With the weather starting to warm and the sun hanging around a little longe...
Tumblr omtuszj4pq1qzydgpo1 500
As the winter dwindles away us beach people are welcomed by early morning and late night fog. A dense blanket covers the beach until around noon and then slo...
Img 4662
out of nowhere, mother nature finally flipped that glorious switch and released the sunshine. now that the temperatures are feeling right, it's time to start...
Tania sarin 3.12.17 8 1080x1620
I spent this Sunday afternoon in Culver today out and about. I had plans to meet up with some girlfriends and have a casual lunch and enjoy the beautiful wea...
Resize
I packed 2 Timberland boots before leaving for NYC, one of which you’ve seen me wear over and over again (if you missed it, see it here) and the other is yet...
Ericalave timberland 03
Every New Year I make a commitment to remind my mind, that self-love is the best love. That this will be the season I learn to flow, live in abundance, surro...
10 Month
+1
I just added this to my closet on Poshmark: Timberland heeled boot. https://t.co/RH4UFMVoDy via @poshmarkapp #shopmycloset
+1
RT @Timberland: @ericalave knows you can't go wrong with classic style - cuffed jeans with the suede Lakeville boot. #Timberland https://t.…
Data?1492706408
i'm so excited about this spring weather. 🐝 click the link in my bio to check out a few of my favorite transitional style hacks, brought to life by @timberla...
Data?1492706382
+1
i’m so excited about this spring weather. 🐝 click the link in my bio to check out a few of my favorite transitional style hacks, brought to life by @timberla...
Data?1492706374
Perfect for that California sunshine: the @timberland Bailey Park Sandals, with a strappy design that was made for summer. Available at @macys! Link in bio. ...
11 Month
+1
Timberland Boot https://t.co/akIv3yNFi6 on @bloglovin
11 Month
+1
Timberland Boot https://t.co/akIv3yNFi6 on @bloglovin
Data?1492041288
11 Month
+1
RT @Timberland: Check out @Oh_Anthonio in the Newport Bay Fold Downs - available @Macys. https://t.co/O0olOnSJtE https://t.co/YJnxAUXKZi
11 Month
+1
I just added this to my closet on Poshmark: Timberland heeled boot. https://t.co/RH4UFMVoDy via @poshmarkapp #shopmycloset
Img 3726
+1
Img 3725
+1
11 Month
+1
Shoe upgrade with @Timberland b/c a canvas high top is essential‼️for spring! Shop them at @Macys #ad #ModernTrail… https://t.co/25MY5rXrop
Data?1491488679
11 Month
Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
Data?1491488678
11 Month
+1
Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
Data?1491488677
11 Month
+1
Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
Data?1491229175
11 Month
+1
Exploring the city with these @timberland beauties, now on the blog! #moderntrail #ad
Data?1491229174
Stepping into the new week like 👟 In my @timberland Mayliss Oxfords ❤️ #timberland #ad 📸: @theruecollective
Data?1490820346
+1
casual.
Data?1490820344
+1
over the past few months, i’ve fallen in love with bold pops of red. 🚨 this quilted vest from @timberland is sure to be a spring favorite of mine. 👌🏽 #modern...
Data?1490820342
over the past few months, i've fallen in love with bold pops of red. 🚨 this quilted vest from @timberland is sure to be a spring favorite of mine. 👌🏽 #modern...
Data?1490819570
+1
Sunday along the #moderntrail and my heart's @ the wheel now 🔑❤️🚞 @timberland #ad
Data?1490819548
11 Month
Exploring the city with these @timberland beauties, now on the blog! #moderntrail #ad
Data?1490819548
11 Month
+1
Newwwww 👉🏽 on the blog • link in profile 😊 #moderntrail
Data?1490282326
11 Month
+1
@timberland @fordmodels #madetoflex #ad photo : @adam_adolphus
Data?1490282265
Saying goodbye to winter and hello to spring adventures on the blog w/ @timberland 🙌🏼 ascotroad.com #timberland #ad 📸: @theruecollective
Data?1490282253
11 Month
+1
This look is now on the blog, love for you to check it out ☺
Data?1490282252
11 Month
+1
Small but feisty 🌶 🙂 shop my look here 👉🏽 link in profile #ModernTrail
Data?1490282244
11 Month
+1
Nothing but ❤ NYC
Data?1490282232
lay back chillin', but the vision is wildin' 🌞another day on the #moderntrail with @timberland #ad
Data?1489615321
11 Month
I’ve been running around all day in my new Mayliss @timberland sneakers- These sneakers are super comfortable and easy to throw on with any ouftit! Read the ...
Data?1489615320
11 Month
+1
I’ve been running around all day in my new Mayliss @timberland sneakers- These sneakers ar… https://t.co/1JKgOTc37d https://t.co/lqZAjP8GzP
11 Month
+1
Modern Trail: Timberland https://t.co/PQU49nH0xw on @bloglovin
Data?1489591813
11 Month
Check out the new @timberland blog post on kiddavid.com --- @timberland #Ad #ModernTrail, #madetoflex pc: @adam_adolphus
Data?1489533180
New post on the blog 💌 Saying bye bye to winter and hello to spring with @timberland 🙌🏼 ascotroad.com #timberland #ad
Missing default
+1
Data?1489525135
+1
RT @Timberland_MX: Unas botas para primavera y un estilo único con @dylanasuarez. #MadetoFlex https://t.co/ZtEHnHtR4x
Data?1489525133
+1
does not my heat astound you. and my light. 🔥 #fever103 #sylviaplath
Data?1489525131
12 Month
+1
Golden 🐻 • shop my look 👉🏽 link in profile page
Data?1489525111
Data?1489525100
+1
New post is live! Gearing up for spring with @Timberland https://t.co/j1QLn9sEMd #ad https://t.co/pounP8yJAB
Data?1489179051
12 Month
+1
I’m sure a lot of you don’t know this about me, but I love the snow! Ok, for you guys who follow me on Insta, that isn’t so much of a surprise...
Data?1489179050
+1
___ Rebecca Taylor sweater Jocelyn Fur jacket Alice & Olivia pants Timberland sneakers Brother Vellies fur purse ___ Since day one, I’ve always ran this blog...
+1
On the road again, chasing the #moderntrail! 🤙 all I really need are my @Timberland Kenniston boots 🚌🌾… https://t.co/G5Ab8LiqW7
Data?1488814554
+1
On the road again, forever chasing the #moderntrail! 🤙 And all I really need are my @Timberland Kenniston boots and a good book. 🚌🌾
+1
RT @Timberland: Sneaker style & feminine frills combined for a no nonsense, chic spring look. https://t.co/mH4Z1tVXwV Style cred: @Dylanasu…
Data?1488568403
in case you missed the memo (or don't read GQ), sneakerboots are kind of a big deal right now. i teamed up with @timberland to show you how to rock them for ...
Data?1488568401
+1
in case you missed the memo (or don’t read GQ), sneakerboots are kind of a big deal right now. i teamed up with @timberland to show you how to rock them for ...
Data?1488568374
+1
Tom-Girl in @timberland >>> WWW.DYLANASUAREZ.COM
Data?1488472402
12 Month
+1
@timberland #madetoflex #moderntrail
Data?1488469508
+1
___ Look 1 – Black & metallic dotted dress with the Timberland Mayliss 6″ sneaker in black  Look 2 – Denim mini dress with the Timberland Killington chukka...
Data?1488469506
+1
NEW ON THE BLOG | Feminine Meets Sporty with @timberland >>> https://t.co/WMQH4btik0 #ModernTrail #Ad https://t.co/DuHCccyptx
Data?1488469495
NEW on WWW.DYLANASUAREZ.COM | dresses with @timberland sneaks right in time for spring. #moderntrail #ad
+1
Feminine Meets Sporty with Timberland https://t.co/uWrQerJ6wL on @bloglovin
Data?1488469457
NEW on WWW.DYLANASUAREZ.COM | dresses with @timberland sneaks right in time for spring. #moderntrail #ad
+1
RT @Timberland: The Mayliss oxfords will lift your spirit with their spring style + you with the platform sole. https://t.co/VvihgLh1yh Pic…
Data?1488421487
+1
Seriously tho, these @Timberland boots are 💯 ---> https://t.co/G5on0OdODw https://t.co/SWlgfKmPgS
Data?1487968593
+1
Serving up some neutral rad-ness over on the blog c/o these limited-edition @timberland Ba… https://t.co/iFyUTZ9p9H https://t.co/cToTbxbixg
Data?1487968585
Serving up some neutral rad-ness over on the blog c/o these limited-edition @timberland Bare-Naked boots ✨🤙🏼 // see close-ups on my IG Stories + shop them vi...
+1
Serving up some neutral rad-ness on the blog in @Timberland's new limited-edition Bare Naked boots!… https://t.co/HrApsbCfi4
Data?1487966187
Y’all know I love a neutral [insert word of literally anything that can be neutral-colored]. My closet is basically a crash course in how to hoard navy, blac...
Data?1487710050
+1
This week, Topman launched The New Rules and I’m so stoked to have been selected to be a part of this exciting campaign. Along with four other style influenc...
Data?1487606279
+1
@timberland #moderntrail #ad 📸 @adam_adolphus
Data?1487606263
+1
got my saturday off to an early start. 🙇🏽 had to shoot a few looks over in #dumbo before my flight tonight, but more about that later... peep my IG story for...
Data?1487606247
+1
happy weekend vibes ✨✌🏼 • wearing @timberland + snapped by @motiankari
Data?1487606230
+1
happy weekend vibes ✨✌🏼 • wearing @timberland + snapped by @motiankari https://t.co/Bta2Etg8K4 https://t.co/kTMoNavWxn
Data?1486767217
Frid-ayyy! Keep the good vibes flowing. 💎 Keep the movement going. @timberland #moderntrail #ad (ph. @eggworldnyc)
Data?1486742679
F R I D A Y V I B E S ↠ wearing new @timberland boots ✨👌🏼(peep a close-up in my IG Story) • snapped by @dan_churchill • #moderntrail #ad #justinlivingston #m...
Data?1486742676
+1
F R I D A Y V I B E S ↠ wearing new @timberland boots ✨👌🏼 • snapped by @dan_churchill • #m… https://t.co/nxiIChDLT9 https://t.co/HKwcBprsUg
Data?1486579074
it's all smiles at @timberland's #ss17 kickoff party. 👍🏽 there are plenty more exciting things to come with the brand this spring, so stay tuned. ✌🏽🙂 #timber...
+1
it's all smiles at @timberland's #ss17 kickoff party. 👍🏽 there are plenty more exciting things… https://t.co/HsYl1Vb5NN
Data?1486495574
+1
to Love, Freedom, & the #ModernTrail w/ @Timberland #sp https://t.co/OSXJyZpMlm https://t.co/7TtmrqSoF6
Data?1486495573
The cosmic spotlight isn't pointed at you; it radiates from within you. ✨🌈🌊 to Love, Freedom, & the #moderntrail. Today on the blog w/ @timberland #sp
Data?1486495573
+1
when you're a twin @timwicked 👽💫 (ph. @eggworldnyc)
Data?1486495572
+1
Sunday brunch Outfit! Full and satisfied 😋
Data?1486231085
+1
When the outfit is casual and the background is 💸💸
+1
Stomping around the city in cozy neutrals with @Timberland. Head to their blog to see what we're… https://t.co/wPMxT6x2zv
Data?1486070642
Stomping around the city in cozy neutrals with @Timberland. Head to their blog to see what we're up to this Valentine's Day and to shop some fun pieces for y...
Data?1486063667
Check out my feature on @timberland @collab #moderntrail 📸 @adam_adolphus
Data?1486063667
See how I style @Timberland's Kenniston 6" Boot in white 3 ways for spring on the blog >>> WWW.DYLANASUAREZ.COM #ModernTrail
Data?1486063636
+1
See how I style @Timberland's Kenniston 6" Boot in white 3 ways for spring on the blog >>> WWW.DYLANASUAREZ.COM #ModernTrail
Data?1486051102
+1
___ Timberland Kenniston 6-Inch Lace Up Boot ___ Early spring is just another continuation of love for the lace-up boot. It doesn’t matter what coast you are...
Data?1486050841
+1
See how I style @Timberland's Kenniston boot 3 ways for spring on the blog >> https://t.co/yQo1DLbvV5 #ModernTrail https://t.co/UOPogStRfD
Data?1486050840
+1
See how I style Timberland's Kenniston boot 3 ways for spring on the blog >> http://bit.ly/2k39kEB #ModernTrail
+1
3 Ways to Wear the Timberland Kenniston Boot https://t.co/wIL8pQLUAC on @bloglovin
Data?1485877338
Earlier this week on an urban hike around SF with @timberland. They make the most comfortable boots 🤗 #timberland #moderntrail #sp