Dr. Martens wanted to take its brand in a bold, confident and unmistakably British direction, elevating it beyond the singular image of an 8-hole black boot, to a credible fashion offering.

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Ambition

Dr. Martens wanted to take its brand in a bold, confident and unmistakably British direction, elevating it beyond the singular image of an 8-hole black boot, to a credible fashion offering.

Tapping into the goodwill and loyalty of consumers, the brand was also looking for a campaign that would challenge perceptions and celebrate its heritage by encouraging self-expression, a key pillar of Dr. Martens’ brand values.

We were tasked with developing a fully integrated campaign, to increase brand awareness, highlight the breadth of its product range and drive online interaction.

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The ODD Solution

Dr. Martens is a well-established brand, with heritage dating back to 1945 and a product range that has touched consumers in a variety of ways. From punks to goths, indie kids to trendsetters, the Dr. Martens wearer  is no longer connected by a single style.

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Our research illustrated that for many, the Dr. Martens brand was a poignant reminder of a particular moment in time, and one insight became the starting point for our thinking: ‘Everyone remembers their first pair of Dr. Martens’. From this, a fully integrated global campaign was born: #firstandforever.

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From ‘First Love’ to ‘First Gig’, the campaign idea provided a platform for real, personal, emotive sentiments and experiences.  We cast English models Agyness Deyn and Ash Stymest to star in a story that ran across print, outdoor, digital, film and retail.

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We developed a robust engagement concept that flexed across both platform and territory, making it a genuinely integrated and global campaign.

Leveraging the positive connection between brand and consumer, our digital entity asked consumers to share their defining first moments and, using Google Maps, allowed them to fix their memories in a virtual but real location.

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Beautiful Effectiveness

From a 35% increase in buying considerations across all markets, to a 50% increase in social buzz during the first week of the SS campaign, #firstandforever truly delivered and was, in the words of our client, “instinctively right”.

  • 17% year-on-year increase in sales
  • 13% increase in consumer perception of the brand’s style credentials
  • 2m global views of the ‘First Heartbreak’ film