Timberland S17 #ModernTrail

January 26, 2017

Campaign Overview
  • Influencers
    12
  • Posts
    133
  • Impressions
    12,185,923
  • 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
Twitter 242,147 316 0.13% 34
Blog 0 0 0.00% 1
Instagram 9,353,697 248,734 2.66% 55
Facebook 2,421,486 2,377 0.10% 18
Blog 88,570 0 0.00% 20
Tumblr 80,023 27 0.03% 5
Influencers Impressions Interactions Eng % Posts
David Shreibman 570,127 21,502 3.50% 7
Justin Livingston 2,172,849 71,360 4.25% 25
Cheralee Lyle 474,847 11,070 2.37% 8
Dylana Suarez 1,927,068 6,318 0.54% 17
Nichole Ciotti 1,379,222 67,523 4.93% 10
Sheryl Luke 4,466,615 49,662 1.23% 15
Erica Lavelanet 191,706 3,828 2.04% 14
Jovel Roystan 187,607 6,772 3.54% 13
Jena Gambaccini 39,758 436 1.63% 2
Tania Sarin 558,556 9,023 1.84% 13
Chelsea Lankford 70,481 2,208 3.27% 2
Anthony Urbano 147,087 1,752 2.57% 7
Influencer Content
Who's ready for summer? 🙋 All about those sandals and sunnies on timberland.com 😎 @timberland #ModernTrail #Ad
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RT @Timberland: We see you, summer. Happy Memorial Day! #MDW #Timberland https://t.co/nb4ImkeCCU Photo: @ChiCityFashion https://t.co/V9qBaP…
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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...
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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...
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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...
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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...
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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...
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Stepping into sandals season with Timberland on the blog today: http://www.vanillaextract.me/sandals-season-with-timberland #moderntrail #ad
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Stepping into sandals season with @Timberland on the blog today: https://t.co/kpyqkBMz14 #moderntrail #ad
Stepping into sandals season with @timberland on the blog today! #moderntrail #ad
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.
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in the end, we're all just adults trying to navigate adulthood. ✖️✌🏼✖️ • Timberland chukka sneakers #moderntrail #sponsored
let's go on forever and ever... in the end, we're all just adults trying to navigate adulthood ✖️✌🏼✖️ • wearing @timberland chukka sneakers #thursdaymood • #...
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let's go on forever and ever, living in this beautiful chaos ✖️➰✖️ • wearing @timberland chukka sneakers #thursdaymood • #sneakers #moody #moderntrail #spons...
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me you and a Thursday mood ✖️➰✖️• @Timberland chukka sneakers #moderntrail #ad https://t.co/V5kiVM3oBT
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Sandals Season with Timberland https://t.co/E4r7aJApET on @bloglovin
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Loving my new Timberland sandals! So perfect for any adventure I find myself in this season. #moderntrail #ad @Timberland
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Loving my new sandals! So perfect for any adventure I find myself in this season #moderntrail #ad @Timberland https://t.co/8sVaWCu3LJ
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RT @Timberland: Strappy sandals + springtime sun. @Truelane in the Bailey Park Sandal, available online and at @Macy's: https://t.co/sBCHC…
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Love running around in my new favorite sandals 🖤 @timberland #moderntrail #ad. https://t.co/bKA3btMENl https://t.co/OfEhkGKUFz
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Love running around in my new favorite sandals 🖤 @timberland #moderntrail #ad.
new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨ 👍🏼 -or- 👎🏼 [link in my bio]
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new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨ 👍🏼 -or- 👎🏼 [link in my bio]
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new sockless spring look up on @timberland's #moderntrail blog, wearing the new ranger moc! Would you wear this? ✨…… https://t.co/AwoBHIfjeF
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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.
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F R I D A Y V I B E S ↠ wearing new @timberland boots ✨👌🏼 • snapped by @dan_churchill • #moderntrail #ad #justinlivingston #mensstyle
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happy weekend vibes ✨✌🏼 • wearing @timberland + snapped by @motiankari
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Giving the #ModernTrail a neutral makeover over on the blog with these limited-edition Timberland Bare-Naked Boots ---> http://scoutsixteen.com/bare-necessit...
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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...
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Favorite kicks and you won't believe what brand it is • linked it on the blog ....
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. ...
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....
Taking a glance at my new rouched peep-toe bootie from @timberland #ModernTrail #ad #Timberland
Exploring this city that I love so much 💙 In my adventure boots @timberland #ad
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 ...
I’ve been spending some quality time in my Timberland Killington dancing, running and jumping around town. All I have to say is: Wow.
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...
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...
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...
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...
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...
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walking on sunshine. ✌🏽
SUMMER ESSENTIALS: THE GLANCY PEEP TOE By: Sheryl Luke, @WalkinWonderland With the weather starting to warm and the sun hanging around a little longe...
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...
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...
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...
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...
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...
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I just added this to my closet on Poshmark: Timberland heeled boot. https://t.co/RH4UFMVoDy via @poshmarkapp #shopmycloset
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RT @Timberland: @ericalave knows you can't go wrong with classic style - cuffed jeans with the suede Lakeville boot. #Timberland https://t.…
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...
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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...
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. ...
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Timberland Boot https://t.co/akIv3yNFi6 on @bloglovin
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Timberland Boot https://t.co/akIv3yNFi6 on @bloglovin
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RT @Timberland: Check out @Oh_Anthonio in the Newport Bay Fold Downs - available @Macys. https://t.co/O0olOnSJtE https://t.co/YJnxAUXKZi
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I just added this to my closet on Poshmark: Timberland heeled boot. https://t.co/RH4UFMVoDy via @poshmarkapp #shopmycloset
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Shoe upgrade with @Timberland b/c a canvas high top is essential‼️for spring! Shop them at @Macys #ad #ModernTrail… https://t.co/25MY5rXrop
Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
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Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
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Shoe upgrade with @timberland because a canvas high top is essential‼️for spring! Rocking the new Newport Bay Canvas Roll-Top Sneaker, available exclusively ...
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Exploring the city with these @timberland beauties, now on the blog! #moderntrail #ad
Stepping into the new week like 👟 In my @timberland Mayliss Oxfords ❤️ #timberland #ad 📸: @theruecollective
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casual.
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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...
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...
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Sunday along the #moderntrail and my heart's @ the wheel now 🔑❤️🚞 @timberland #ad
Exploring the city with these @timberland beauties, now on the blog! #moderntrail #ad
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Newwwww 👉🏽 on the blog • link in profile 😊 #moderntrail
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@timberland @fordmodels #madetoflex #ad photo : @adam_adolphus
Saying goodbye to winter and hello to spring adventures on the blog w/ @timberland 🙌🏼 ascotroad.com #timberland #ad 📸: @theruecollective
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This look is now on the blog, love for you to check it out ☺
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Small but feisty 🌶 🙂 shop my look here 👉🏽 link in profile #ModernTrail
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Nothing but ❤ NYC
lay back chillin', but the vision is wildin' 🌞another day on the #moderntrail with @timberland #ad
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 ...
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I’ve been running around all day in my new Mayliss @timberland sneakers- These sneakers ar… https://t.co/1JKgOTc37d https://t.co/lqZAjP8GzP
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Modern Trail: Timberland https://t.co/PQU49nH0xw on @bloglovin
Check out the new @timberland blog post on kiddavid.com --- @timberland #Ad #ModernTrail, #madetoflex pc: @adam_adolphus
New post on the blog 💌 Saying bye bye to winter and hello to spring with @timberland 🙌🏼 ascotroad.com #timberland #ad
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RT @Timberland_MX: Unas botas para primavera y un estilo único con @dylanasuarez. #MadetoFlex https://t.co/ZtEHnHtR4x
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does not my heat astound you. and my light. 🔥 #fever103 #sylviaplath
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Golden 🐻 • shop my look 👉🏽 link in profile page
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New post is live! Gearing up for spring with @Timberland https://t.co/j1QLn9sEMd #ad https://t.co/pounP8yJAB
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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...
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___ Rebecca Taylor sweater Jocelyn Fur jacket Alice & Olivia pants Timberland sneakers Brother Vellies fur purse ___ Since day one, I’ve always ran this blog...
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On the road again, chasing the #moderntrail! 🤙 all I really need are my @Timberland Kenniston boots 🚌🌾… https://t.co/G5Ab8LiqW7
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On the road again, forever chasing the #moderntrail! 🤙 And all I really need are my @Timberland Kenniston boots and a good book. 🚌🌾
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RT @Timberland: Sneaker style & feminine frills combined for a no nonsense, chic spring look. https://t.co/mH4Z1tVXwV Style cred: @Dylanasu…
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 ...
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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 ...
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Tom-Girl in @timberland >>> WWW.DYLANASUAREZ.COM
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@timberland #madetoflex #moderntrail
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___ Look 1 – Black & metallic dotted dress with the Timberland Mayliss 6″ sneaker in black  Look 2 – Denim mini dress with the Timberland Killington chukka...
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NEW ON THE BLOG | Feminine Meets Sporty with @timberland >>> https://t.co/WMQH4btik0 #ModernTrail #Ad https://t.co/DuHCccyptx
NEW on WWW.DYLANASUAREZ.COM | dresses with @timberland sneaks right in time for spring. #moderntrail #ad