Dr. Martens – First & Forever AW11
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: Our ‘First Heartbreak’ film generated over 2m views globally and digital advertising had a CTR of .3% (vs. a national average of .09%).
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.