Dr. Martens – First & Forever SS12
THE CHALLENGE: Dr. Martens wanted to take their brand in a bold, confident and unmistakably British direction, elevating them 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 digital campaign that would encourage self-expression, a key pillar of Dr. Martens brand values.
OUR APPROACH: We were dealing with a very well-established brand, with heritage dating back to 1945 and a product range that touched consumers in a variety of ways. From punks to goths, indie kids to trendsetters, the Dr. Martens wearer was no longer connected by a single style. 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.
ENGAGEMENT ACTIVITY: The campaign featured English models Agyness Deyn and Ash Stymest and ran across print, outdoor, digital, film and retail. We developed a robust engagement concept that flexed across both platform and territory. Leveraging the positive connection between brand and consumer, our digital entity asked consumers to share their defining first moments; from their first gig to their first heartbreak.
RESULTS: The SS12 campaign launched in February 2012. Please see the AW11 project page for results to date.
Few brand experiences stay with you as long as your first pair of Dr Martens and that moment is often an important first expression of personal style and identity.