Situation YMC centered a month-long campaign around the heavy foot traffic and purchase potential of parents’ weekend. YMC recruited influencers to execute on-campus tactics that promoted the “Made for the Modern Trail” fall collection and brought the Timberland brand and voice to life.
Distribution of branded product and giveaways
In-store student discount and Parents’ Weekend promotion
Ongoing social media content creation on top platforms
Direct student interactions
Increase in college discount usage among top markets
Student discount cards distributed