The iconic Timberland Yellow Boot needs little introduction having been in the market for the past 40 years. For Eleanor Chin, it's a tale of heritage and craftsmanship that she knew by heart.

Eleanor Chin, marketing manager of Timberland, tells Yelena Ramli the details of the refreshed brand identity and its focus on digital and CRM.

The iconic Timberland Yellow Boot needs little introduction having been in the market for the past 40 years. For Eleanor Chin, it's a tale of heritage and craftsmanship that she knew by heart.

"Timberland started off with the birth of the Yellow Boot in 1973 to withstand the cold and wet of New England weather. The owner found a yellow leather somewhere and created a waterproof boot called Timberland which then became a seller," Chin says as we settle down for lunch.

Style, performance and green are three of the brand's attributes because its products are performance-driven and materials used are eco-friendly.

"We're taking the style and lifestyle of an outdoor lover in a different manner. We've extended it to more than just specific outdoor activities such as hiking," says Chin, as she takes a bite of the pan-fried salmon with broccoli.

In October, it revealed a new tag line, "Best Then, Better Now," as an inspiration of new products for men, women and kids derived from its boot heritage.

The brand refresh was accompanied with an integrated campaign launched on 10 October, markign its evolution in certain lifestyle images with a presence on social media to engage with the millennial generation.

Chin, who has more than a decade and a half of experience in the marketing industry, knew digital was the best way to go becasue millennials make up to 30% of its audience.

"This is the generation that wants a platform to make smart choices and purchases, while associating with brands that have a conscience and are doing good."

When she joined the company last year, the official Facebook page had less than 10,000 followers. It now has more than 102,012 and counting.

"We have increased our digital spend by 100% compared to last year's budget. We can see facts and figures for digital marketing and what we can push in terms of category usage. All these are coming along nicely as marketing strategies for us. For a geographically large market, the best way to utilise our budget is through digital spend," Chin says.

On Facebook, the campaign is driven locally with its first Facebook app developed by Timberland's digital and PR agency BRANDTHINK. The app called the Timberland Heritage Walk is an interactive contest with the Yellow Booth the centre of attention. It exposes participants to the look and feel of the Timberland workshop with key milestones and facts, where participants have to find the boots along the way.

Post the launch, it will conduct a five-day consumer workshop to connect on its craftsmanship. Moving forward after the 40th anniversary, it will work on a digital card basis and create interaction with mobile coupons. Chin says the tone and manner when sending out messages are another key part of the marketing plans. For example, on EDMs, the challenge is to come out with a message that appeals to both genders. "It's all about understanding consumer segments and finding the right way to speak to them."

Strengthening its CRM platform is now a key objective of the brand. Chin hopes to take that to another level to promote the customer shopping experience in a different manner. The platform has a fan base of 40,000, predominantly male, and the brand often finds itself fighting the perception it is a brand solely for men.

While it is a fact men make up a chunk of its customers, Timberland is also aiming to appeal to women. "Even for the ladies, it's coming a style icon. We do have female apparel and footwear. We have actually run this for a few seasons to increase awareness of the women collection," says Chin, her self dressed in a versatile Timberland denim top.

"You'd be surprised, but we have a good number of customers who are boot lovers and we're seeing affluent groups of Malaysians travelling to four-season countries. Year-ends are good for us to sell winter wear."

At Timberland, she feels privileged by not only being part of the business growth, but having a sense of purpose bigger than the job.

"I get hooked with companies that have a genuine case, ever since I joined The Body Shop. You'd think that going to work everyday is about salary, but there's something more (to a job) where you can earn, and also contribute. The sense of fulfillment is different in a commercially driven company. Timberland highlights more into environmental issues and we believe these are small steps to impact society around us."

Interview took place at the Blu Med Ristorante E Bar, Boulevard Mid Valley.