Timberland
Greenstride™

A data-driven digital campaign that delivered record-breaking online sales.

Our Contributions

  • Audience Segmentation
    Platform Strategy
    Creative Development
    Content Production
    Media Strategy
    Media Buying
    Performance Analytics

When COVID shifted shopping habits online, Timberland® needed to move fast — and smart. Launching the eco-friendly GreenStride™ Collection wasn’t just about selling shoes; it was about redefining the brand’s connection with a new kind of consumer: The Adventure Doer.

This digital-native audience values sustainability, community, and individuality. Their fashion sensibilities merge form and function, and their loyalty is earned through authenticity, not noise. We built our strategy around their mindset, ensuring that GreenStride™ would speak directly to what they care about most — product innovation with purpose.

Analytics from previous Timberland® campaigns, combined with new research into Adventure Doer behaviours, shaped a smarter digital and media approach. Every media choice — from discovery to conversion — was designed to meet this audience exactly where they were.

We layered first-party purchase data, location-based IDs, and competitor interest targeting to expand reach and maximize efficiency. By value-tiering high-performing segments and allowing for intentionally higher CPAs on our best audiences, we created a media ecosystem that didn't just chase clicks — it converted serious buyers at record levels.

We didn’t just tell people GreenStride™ was sustainable — we showed it. Contextual and interactive digital placements highlighted the collection’s eco-innovation, while targeted functional messaging made the path to purchase effortless.

From dynamic e-commerce assets to location-based creative that blurred the lines between outdoor passion and online action, everything was designed to turn interest into intent. By flexing both storytelling and selling power, our creative didn't just engage Adventure Doers — it moved them.

The results went beyond sales — they redefined what Timberland® could expect from digital. A $30 CPA (down 49% YoY) and a 522% ROAS proved the strength of our audience-first approach and relentless optimization.

GreenStride™ quickly became Timberland’s best-selling sneaker, accounting for 66% of all Timberland sneaker sales and driving a +37% increase in overall revenue year-over-year. With a smarter strategy and sharper execution, we didn’t just win a season — we built a new foundation for long-term growth.

SCARY GOOD RESULTS

-49% YoY

Decrease in cost per acquisition

522%

Return on ad spend (ROAS)

+22%

Increase in web traffic

+37% YoY

Revenue growth