Timberland Earthkeepers

Cone began working with Timberland in early 2008 to develop and implement a strategy for communicating Timberland’s environmental activities and commitments to its stakeholders, with a particular focus on consumers and influencers. To bring it to life, Cone developed the Earthkeeper Network – a movement to recruit 1 million Earthkeepers, or people who care about the environment and are willing to do their part to preserve it for the future. Cone also provided strategic counsel and execution in communicating Timberland’s environmental thought leadership.

To engage youth activists, Timberland sponsored the Big Green Bus, a group of Dartmouth students who travelled around the country in a bus fueled by waste cooking oil, and Reverb, a group that travels with major touring bands to help educate fans around environmental sustainability. Cone also helped develop the EarthKeeper YouTube brand channel where consumers could learn about the movement and register to join.

Stakeholder engagement resulted in:

• More than 158,000 registered EarthKeepers since the launch
• More than 1MM trees planted on the EarthKeeper Facebook application
• 109.9MM impressions since June 2008