Timberland
3.7x Higher Video Completion Rate
22% Lower CPM
45% Increase in Ad Frequency
The challenge
Timberland was preparing to launch their new Motion Access Low Lace-up Sneakers in the competitive athletic sneaker market. Their goal was to differentiate their product from competitors by boosting brand awareness and driving product consideration among outdoor enthusiasts and fashion-forward consumers.
However, inefficiencies in their Meta ad strategy were undermining their marketing efforts. To address this, Timberland partnered with brkfst.io to develop a targeted Meta advertising strategy that would effectively launch the sneakers.
The Solution
To engage Timberland’s target audience, brkfst.io selected 10 content creators who aligned with the brand’s demographic. These creators produced a series of video ads showcasing the sneakers’ versatility through authentic, relatable daily routines. Eight unique creative concepts were developed, highlighting the sneakers’ style, functionality, and comfort, and demonstrating how they could be worn in various activities that resonated with both outdoor enthusiasts and fashion-forward consumers.
The Result
brkfst.io successfully helped Timberland launch their Motion Access Low Lace-up Sneakers, significantly boosting brand awareness and product consideration. The campaign produced 40 new UGC video ads, resulting in a 22% lower cost-per-thousand impressions (CPM) compared to the benchmark provided by brkfst.io. The ads also achieved a Video Completion Rate (VCR) nearly 3.7x higher than the benchmark provided by brkfst.io, indicating strong viewer engagement. Additionally, the frequency of brkfst.io’s ads increased by 45%, highlighting enhanced Ad Recall and suggesting the content resonated well with the target audience.