A Look Into Our Recent In-Store Activation With Timberland

The Task


When it comes to running an in-store activation, our wide range of clients know that whatever the brief, our Production and PR team are up to the challenge. That’s exactly why Timberland came to us to drive increased footfall to their stores across the UK.

The Production and PR team were tasked with launching an in-store activation focused on boot cleaning for one weekend across London and Manchester. Timberland boots are known for lasting a lifetime. Sometimes they need care and treatment so they can continue to work hard for you and build forward to a sustainable future. Canoe produced a successful event that offered a free service to new and existing Timberland customers, building brand trust and values.

“What a service. All shops should be doing something like this.” – London, Carnaby Street

The Action


The production team established a strong team of professional boot cleaners, people who could connect with the brand, educate customers and transform boots – some of which were at least 20 years old – back to life. Our professional boot cleaners had their own dedicated cleaning station positioned at the front of the store to engage passing customers. Of course, using Timberland’s own product care range.

“Upkeeping your Timbs might not sound all that but after today’s demo, I realised it saves you time and money. These little kits can really make a difference and the good thing is you don’t have to do that much that often. I enjoyed it.”  Manchester Arndale customer



Pre-promotion was integral to the event, Canoe coordinated the activation of POS and branded signage in store ahead of the event to ensure the activation had a physical promotional presence, beyond digital means.

The PR team activated the press office, leveraging the messages of self-care, sustainability and nature – promoting the longevity of Timberland boots. Networks, communities, shopping centres, media and authenticators were all invited to maximise earned coverage opportunities.

Keep your eyes peeled for the next free boot cleaning service in your local Timberland store.

To find out more about our in-store activations get in touch. Click here. 

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