EARNED MEDIA REACH OF OVER 35 MILLION

Observatory – putting boots down across the uk

Superbrand Dr. Martens came to us for a very special reason, because we think globally but act locally.

Our brief was to support Dr. Marten’s UK owned and operated retail rollout programme but ensure every store opening was connected to local culture and local people.

And the first town they chose…was our home town Newcastle – before going on to put down boots in 24 cities from Belfast to Brighton.

ORBIT – FINDING OUR TRIBES

A brand synonymous with rebellious self-expression, our approach was never going to be textbook. Our role was to create noise in the right places and amongst the right ‘tribes’ from first time wearers to lifelong Docs fans.

From fashion influencers to media, we took things a step further and sought to connect with each city’s musical talent, emerging style icons, tattoo artists, students, barbers and DJs. We created a community across the UK that we could seed new products with first, invite to instore gigs or be part of campaigns. Real people, leading real lives in our UK cities.

originality – cultural connection

Music is a brand pillar for Dr. Martens, so we started each new city by getting into the music scene. From the mod scene in Brighton to Ulster Punk in Belfast, we made sure we understood the local zeitgeist.

Street art was a form of self-expression that felt right for the brand, so each store featured artwork from a local artist – our job was to find who was able to express the brand in a totally local and authentic way.

Each store opened with a rock n roll party, featuring a gig of local music acts and food and drink from artisan local brands. From craft breweries to street food, we sought out exactly the right brand partnerships.

Finally, Dr. Martens is a brand that gets discovered at a young age, so we wanted to engage with local students from fashion courses to event production to let them be a part of the brand’s arrival.

UGC formed a large part of our earned media strategy – our creator community and local partnerships allowed us to generate content that was truly a self-expression of the brand.

outreach – MULTI-CHANNEL GLOBAL CONTENT GOES LOCAL

With VIP launch parties, pop-up gigs, blogger collaborations, student activations and everything in between, we put Docs on feet up and down the country and gave people a reason to be proud of them.

Hyperlocal UK media coverage spanned a print circulation of over 1.3m and a digital reach of over 35m – achieving product placement in the likes of The Scotsman, Yorkshire Post magazine, Belfast Telegraph and London24.

We joined a global agency network for the launch campaign for DM’s Lite – a revolutionary new style direction for Dr. Martens – which saw us leverage micro-influencer UK creator network of local characters including musicians, artists and street icons to tell the story.

OFFECTIVENESS™

HYPERLOCAL PR FOR 24 STORE UK ROLLOUT

PR PRINT CIRCULATION OF OVER 1.3 Million

EARNED MEDIA REACH OF OVER 35 MILLION