Campaign details
Award name: ROI FestivalAward category: Video Creativity and Digital Media IntegrationAward level: GoldBrand: TimberlandBrand owner: VF CorporationCampaign name: 踢不烂Agencies: SG and Activation Nodeplus (Shanghai)Industry category: Clothing and AccessoriesRelease date: May and August 2018Budget: RMB 10-20 millionCountry: China
Background
Consumer surveys showed that Timberland fans in China were a niche group of males living in first- and second-tier cities and mostly individuals with ‘attitude’. But this group also exhibited strong brand stickiness and a high level of product satisfaction even at price points over RMB1,000...