Timbuk2

Tony Olsen Creator Partnership

HERE’S WHAT HAPPENED:

  • 500K+ video views across Instagram + TikTok

  • $40K+ earned media value

  • New cinematic brand assets fueled ad creative pipeline with paid and organic usage rights, driving massive ROI

Goals

Timbuk2 was looking to elevate its social presence with premium travel content that showcased its new FreeStyle luggage collection alongside its iconic backpacks. Rather than partnering with an established travel influencer, HEADLINE set out to identify an emerging creator whose cinematic storytelling aligned with the brand's adventurous spirit while also generating a library of high-quality content the brand could repurpose across organic and paid channels.

Execution

HEADLINE discovered filmmaker and travel creator @tonyolsenfilm as an emerging creator, recognizing the exceptional quality of his cinematic content before much of the market had. We sourced, negotiated, and managed a three-video partnership featuring Timbuk2 products throughout Tony's travels across Iceland and the Faroe Islands, securing organic and paid usage rights that would extend the value of the content well beyond the initial campaign.

Strategy

  • Identified and recruited an emerging creator with exceptional creative potential

  • Negotiated a mutually beneficial partnership for both creator and brand

  • Managed sourcing, contracting, creative coordination, and campaign execution

  • Secured usage rights to fuel Timbuk2's long-term organic and paid content pipeline

  • Built a creator relationship designed to extend beyond a single campaign

Results

The partnership delivered premium travel storytelling that elevated the Timbuk2 brand while creating a scalable content asset library for future marketing efforts. The campaign has performed exceptionally well across social, leading Timbuk2 to expand the content's use into additional marketing channels.

  • 457K+ organic impressions

  • $40K Earned Media Value

  • 156K+ creator audience reached

  • 100% positive sentiment across campaign content

  • Expanded content usage beyond social into broader brand marketing initiatives
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