STRATHAM, NH: Timberland partnered with Wyclef Jean, musician and reputed social activist, to launch a multi-tier global marketing initiative in line with its ongoing social activism program, Earthkeepers. The initiative launches October 1 and aims to communicate the program's position via cross-promotional efforts with Jean, including in-store appearances, service events, and social media.
Additionally, Jean collaborated on an environmentally conscious boot product that will benefit his foundation, Yele Haiti.
“We thought there was a strong connection or opportunity to connect based on our shared values,” explained Margaret Morey-Reuner, senior manager for values marketing at Timberland.
She said that Jean was introduced to the company through a board member.
"“The campaign will be top-heavy on social and digital media and PR versus traditional advertising,” she said. “There's a benefit to taking that approach because Wyclef has such a strong fan-base, and we have a strong consumer base.”
She explained that the company will leverage the release of his new album in 2010. On the tour, it will host on-ground tree-planting events in the markets that retail the product, as well as present some of the music on social media platforms such as social music service iMeem and the Social Vibe network. Other digital tactics include music updates and outreach encouraging social activism on Timberland's and Jean's Twitter and Facebook pages.
The product launches in the US in November and worldwide in February 2010.
Cone, which supports the company's global brand and CSR agenda, will handle global corporate PR and outreach, while Porter Novelli, its US agency, will aid product activation in the US. Global outreach will be handled by agencies in various local markets.