Case study | PR
Challenge
Drive awareness and engagement for Timberland and New Era at BRED Abu Dhabi 2025 through an earned-first approach that blends store touchpoints, festival booths, and organic creator content.
Approach
Defined a simple story arc for creators: Dubai Mall store visit → festival booth → social content, with clear beats (tease, visit, on-site moment, and recap). Curated a tiered influencer list with briefing guardrails, choreographed in-store shots, and designed booth mechanics that triggered content (try-on wall, instant print, and QR scan).
Execution & imapct
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Organic influencer activity
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Timberland: 8 gifting sets in completed deliverables
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New Era: 5 gifting sets in completed deliverables
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Booth mechanics: try-on wall and instant print station drove on-site engagement and content capture.
Results
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15 attended
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65 organic social clippings
hrmny Edge: Integrated influencers, gifting, and experiential execution to deliver a culturally relevant, high-impact presence at a key streetwear festival, with measurable engagement across store and festival touchpoints.
Timberland & New ErA
Influencer Engagement | Experiential Marketing | Booth Activation