We hit it off with Dr. Martens after successfully cementing the brand’s first standalone North East store firmly in Newcastle’s fashion and culture scene. From there we quickly expanded our reach across the full UK retail operation, acting as a connector to each city’s media, influencers and customers.
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 fans.
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.
An Autumn/Winter campaign for DM’s Lite – a revolutionary new style direction for Dr. Martens – saw us leverage the influence of local characters including musicians, artists and photographers. Our micro-influencer UK network grew by 15% during this season with a combined social following of over 350,000 people.