From humble origins in their Wollaston factory, Dr. Martens has had a profound impact on fashion and almost every sub-culture in Britain and beyond. But how can this iconic footwear brand attract new wearers, while continuing to influence self-expression, style, and trends?
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AMBITION
Bring Dr. Martens to a new generation
Dr. Martens wanted to create a more emotional connection with their iconic boots, and shore up future success. They also wanted to increase audience penetration and target new wearers.
ACTION
Crafting deeper stories to create meaningful connections
ACNE, Deloitte Digital’s creative agency, teamed up with Dr. Martens to fulfil this ambition. Together we created a global campaign that focused on the long-lasting and emotionally charged relationship that owners have with their Dr. Martens.
We conducted a deep dive into Dr. Martens’ global community, helping us develop a profound understanding of the unique connections and stories that wearers from all walks of life had with their boots. We transformed these insights into a campaign that was authentic, emotional, and meaningful, creating a trilogy of 60” films that were used in the UK on owned social channels and in-store.
The campaign’s introduction film shone a light on their original factory in Northamptonshire and featured a number of their makers, who brought their own experiences and stories to the boots and shoes they create.
ACHIEVEMENT
Marching to the beat of your own drum
The campaign we created received significant press coverage, while initial social tracking showed a dramatic shift in how wearers, current and new, viewed Dr. Martens as a brand.
Trilogy of Campaign Videos
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We turned valuable insights into an authentic and meaningful digital campaign, helping Dr. Martens connect with wearers, both current and new, and shift how they viewed this iconic brand.
