Timberland – In-Store Activation & Influencer Campaign
A live shoe customisation activation at Timberland's Mall of Arabia branch, powered by influencer engagement and in-store artist sessions. The campaign drove a measurable increase in footfall and sales, generating one of the brand's highest-viewed reels and strong audience interaction over three months.
3 months (Oct–Dec 2023)
Campaign Duration
One of brand's highest-viewed reels
Reel Performance
Increase in footfall and sales
Outcome
Timberland – In-Store Activation & Influencer Campaign
A live shoe customisation activation at Timberland's Mall of Arabia branch, powered by influencer engagement and in-store artist sessions. The campaign drove a measurable increase in footfall and sales, generating one of the brand's highest-viewed reels and strong audience interaction over three months.
Digital
In-Store Activation / Influencer Campaign
UAE – Mall of Arabia
2023
From problem to measurable impact
A clear view of the campaign challenge, goal, execution plan, and final outcome.
Challenge
Drive footfall to a specific Timberland branch and generate awareness for its in-store customisation service in a competitive retail environment.
Objective
Increase in-store traffic and sales at Mall of Arabia by activating the customisation service through influencer engagement and live content creation.
Solution
FLC deployed influencers into the store to engage shoppers directly, showcase live customisation, and create authentic social content — turning the store into a content destination.
Outcome
Measurable uplift in footfall and sales, one of Timberland's highest-viewed Instagram reels, and notable audience interactions throughout the three-month period.
Campaign Story
Timberland wanted to draw shoppers into its Mall of Arabia branch and showcase its live shoe customisation service in a way that felt genuine and exciting. FLC brought the customisation experience to life in-store by pairing it with influencer visits — creating an organic buzz that felt native to social platforms rather than forced. Influencers engaged directly with shoppers on the floor, sharing live content that captured the customisation process and invited participation. The approach blended entertainment with purchase intent, turning the store into a content-creation destination. The campaign ran across October, November, and December 2023, producing one of Timberland's highest-viewed reels on Instagram, delivering notable audience interactions, and comprehensively covering all required brand elements. The result was a clear increase in both in-store footfall and sales.
Key Takeaways
- Placing influencers inside the retail environment turns stores into content hubs that attract shoppers organically.
- Live customisation services create shareable, experiential moments that influencer content captures far more compellingly than standard product posts.
- Craft-focused, in-store content consistently outperforms static product imagery on Instagram for fashion and footwear brands.
- Combining influencer presence with an interactive service drives both footfall and direct purchase intent simultaneously.
Results and impact
Measurable uplift in footfall and sales, one of Timberland's highest-viewed Instagram reels, and notable audience interactions throughout the three-month period.
FLC activated Timberland's Mall of Arabia store through live shoe customisation sessions and influencer engagement, generating one of the brand's highest-viewed reels and a measurable uplift in footfall and sales.
TimberlandFrequently asked questions
FLC brought Timberland's shoe customisation service to life in-store at Mall of Arabia, with influencers engaging shoppers directly on the floor and sharing live content to create organic buzz.
The campaign generated one of Timberland's highest-viewed reels, delivered notable audience interactions, and drove a measurable increase in footfall and in-store sales.
The activation ran over three months 2014 October, November, and December 2023.
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