Digital Media Case Study
Timberland X Office
Amplifying an Influencer-Led Brand Event Through Paid Social.
Timberland is a global outdoor lifestyle and footwear brand, best known for its boots, durable product design and strong connection to fashion, utility and streetwear culture. For this campaign, Timberland partnered with OFFICE on the event “OFFICE Presents: Timberland Styled by Emelia Gayner, Worn by You”.
The activation invited influencers and selected guests to meet the brand, experience the products and see the collection styled through the creative lens of Emelia Gayner. The event gave Timberland and OFFICE a physical brand moment in London, built around product discovery, styling, content creation and cultural relevance.
One Day Agency supported IPOS, OFFICE and Timberland with a paid social amplification strategy across Meta, using Facebook and Instagram to drive awareness, traffic and post-event conversion activity. The campaign was designed to extend the impact of the physical activation beyond the room, ensuring the event reached a wider audience before, during and after the influencer experience.
Skills
Paid Social, Meta Advertising, Instagram Advertising, Facebook Advertising, Influencer Amplification, Event Promotion, Retail Marketing, Fashion Marketing, Footwear Marketing, Conversion Campaigns, Traffic Campaigns, Campaign Measurement
Extending the Reach of “Styled by Emelia Gayner, Worn by You”
The campaign was built around an influencer and product experience where guests were invited to engage with Timberland in a more personal, styled and social-first environment.
“OFFICE Presents: Timberland Styled by Emelia Gayner, Worn by You” created a natural bridge between brand, product and audience. It was not only about showing the collection, but about placing it in a styled context that influencers and consumers could understand, share and wear.
One Day Agency’s role was to use paid media to amplify that moment. Event activations can create strong content and cultural relevance, but paid amplification ensures the story travels further than the people who physically attend. Meta was selected because Facebook and Instagram are particularly effective for fashion, footwear and retail campaigns, allowing event and product creative to appear across feed, reels and story environments where audiences already engage with lifestyle content.
Phase One: London Event Awareness and Traffic
The first phase focused on driving awareness and traffic for the OFFICE x Timberland event across key London postcodes.
Running from 24 October to 7 November 2025, the event push delivered 3,465,045 impressions and 3,272 clicks across London, with a CTR of 0.09%. Delivery remained steady across the campaign, with a clear peak on 1 and 2 November, when both impressions and clicks increased.
This activity gave the event strong local visibility during a short tactical window, helping OFFICE and Timberland build awareness of the activation and drive users toward the event and campaign experience.
Channel Context: Facebook for Reach, Instagram for Engagement
The campaign used Meta placements across Facebook Feed, Facebook Reels, Instagram Feed and Instagram Reels.
Facebook carried most of the delivery, supplying almost nine in ten impressions and the majority of clicks during the event push. This made Facebook the primary reach driver, helping the campaign deliver scale quickly across London.
Instagram delivered a smaller share of impressions but a higher share of clicks than its delivery would suggest. This showed that Instagram users were more responsive to the event-led creative, making it a valuable platform for engagement, influencer amplification and site traffic.
For event-led fashion activations, this split is important. Facebook provides efficient reach at scale, while Instagram is often stronger for visual culture, creator-led content, styling cues and product discovery.
Audience Learnings From the Event Push
The event push reached adults across London, with delivery spread across age groups from 25 to 64. However, click behaviour skewed younger.
Audiences aged 25 to 34 delivered the highest share of clicks and over-indexed versus their impression share. The 18 to 24 audience also generated a higher proportion of clicks than its delivery share, showing stronger response from younger consumers once exposed.
Men provided the greatest impression scale and click volume, while women showed a higher engagement rate relative to their impression share. This created a useful distinction between reach and responsiveness, with male audiences supporting scale and female audiences showing stronger propensity to engage.
Phase Two: Post-Event Traffic and Conversion
Following the event, the campaign shifted into a wider UK conversions and traffic push. This second phase was designed to capitalise on the activation, extend the creative beyond London and turn event momentum into measurable retail outcomes.
Running from 13 November to 3 December 2025, the post-event campaign delivered 846,744 impressions, 3,773 clicks and 1,101 purchases. The strongest purchase and revenue performance was concentrated during the mid-November conversion phase, while the later traffic activity helped maintain visibility and site visits.
This showed how an influencer and event-led activation can be extended into a performance layer, using paid social to move from awareness and cultural relevance into tangible commercial action.
Results and Learnings
Across both phases, One Day Agency helped OFFICE and Timberland amplify a physical brand activation through paid social, turning “Styled by Emelia Gayner, Worn by You” into a broader digital and commercial campaign.
The London event push delivered 3.46 million impressions and generated meaningful site traffic in a short tactical window. The post-event conversion and traffic phase then extended activity across the UK, delivering 846,744 impressions, 3,773 clicks and 1,101 purchases.
The key learning was that influencer and event activations should not be treated as isolated moments. Paid social can build anticipation before the event, extend the reach of creator-led storytelling, keep the brand visible during the activation window and convert interest afterwards.
For retail and fashion brands, the strongest approach is to combine cultural moments with structured media amplification. Facebook provides efficient reach, Instagram adds stronger engagement and post-event conversion activity can turn brand heat into measurable sales.
