As a brand who have long embodied the spirit of rebellion, championing freedom, self expression and the breaking down of barriers, Dr Martens wanted to share some special content with fans to celebrate 25 years since the fall of the Berlin Wall and the victory for all those things this historic moment represents.
We commissioned Graffiti artist Replete to create a unique mural depicting an iconic 1460 boot kicking through a wall to reveal a colourful representation of modern-day Berlin. As the piece took shape over 3 days, we captured the process, producing stop-frame clips and stills that appeared in different formats across Dr Martens social channels. Detail from the work was posted over the 3 days, with the final piece revealed on Sunday November 9th.
Authenticity on social is about relevance, quality and sticking with the brand’s reason for being there in the first place, and for us it was also key that this piece lived somewhere it could be experienced for real, as well as on social. It can be found on Sclater Street in Shoreditch, London.
From a practical point of view, being effective means working with the strengths and limitations of different platforms and optimising formats accordingly. The work performed consistently well across Facebook, Tumblr, Twitter and Instagram, generating 70% greater than average response for video on Instagram with almost 10k likes.