1. DR. MARTENS
Raw @ Rufus Leonard - Client
Services application
What is your favourite brand and why? Why
does it excite you, what does it do well and what
makes it such a success?
Mario Charles Galea
2. INTRODUCTION
EXCITING
CAMPAIGNS
One of my favourite all time brands is Dr.
Martens. Throughout their history, the brand has
been adopted by countless rebellious characters,
subcultures and tribes. More recently (2012)
Miley Cyrus flaunted the classic cherry-red Docs
in her controversial 'Wrecking Ball' video. Cyrus
went on to reinforce DM's brand mantra, "We
stand for non conformity." People like her are
people who want to stand out from the crowd in
their own unique ways, and their journey is always
accompanied by a pair of Docs.
I admire the brand as in their communications, they celebrate free-thinking
and allow for self-expression. They celebrate diversity and put their
customers at the centre of their campaigns, allowing them to get involved
and feel part of the brand/experience. One of their most memorable
campaigns that had caught my eye was their #FIRSTANDFOREVER story. It
featured model Agyness Dyne telling a story about her first break-up. This
YouTube video came across as very honest, raw and it told a very
compelling story. It left me wanting more. I instantly connected with this
video as it was very current and I followed up on the campaign.
3. ENGAGING
What stood out was that all their messages were
consistent across all channels - print, outdoor, digital, film &
retail. Also because of the emotions it triggered - everyone
could relate to such topic. It also invited followers to share
their experiences online. In a sense, the product was hardly
prominent, the aim was to create a connection and share
experiences - one of the reasons why Dr. Martens remains
current and exciting. People were made to feel like they
were part of this story & conversations were encouraged.
It was more of a relationship rather than a shouted
message.
This was a great way of raising awareness for DM because
the video directed viewers towards DM extension website,
Facebook page & the Twitter trend (#FIRSTANDFOREVER)
became a hot topic. DM have utilised the strength of social
& digital media to engage with their market audience.
#STANDFORSOMETHING
The #FIRSTANDFOREVER campaign was
impeccably executed - they managed to
get people talking, sharing, downloading,
wanting & loving Dr. Martens. So much so
that they released more clips & introduced
#STANDFORSOMETHING.
4. #STANDFORSOMETHING
They understand that today’s media
landscape is always-on and highly social.
Therefore there is a need for very
consistent, clear and focused messaging.
And this is exactly what
#STANDFORSOMETHING did. This campaign
is simple and it makes sense. Through it, Dr
Martens have generated a conversation
and followers quickly turned into brand
advocates for the brand generating their
own creative content on what they believe
in or social issues they are concerned
with.
"
I'd like to think
#standforsomething
will become Dr
Martens'
equivalent of Nike's
'Just do it'. In my
view, it's certainly
something with
more than just a
one-to two-year
shelf life
"Simon Jobson, marketing
director, Dr Martens
5. THEY KNOW THEIR CUSTOMERS
Another reason why Dr. Martens is a
successful brand is because they know
and understand their audience well. They
know what they like doing (going out),
where they hang out (clubs, bars, pubs,
parks), what they're into (music, fashion,
art), their lifestyle and who they hang out
with (peers).
Their products have remained so popular
through time because such a simple
design translates and appeals to anyone
seeking working class credibility (from
teenagers to musicians).
Dr. Martens is a trend that's probably
here to stay.
6. BRAND EXPOSURE
MAY 18TH, 2015
For the 30th anniversary of Ray Petri’s Buffalo shot Killer, Dr. Martens
exhibited their AW15 campaign and collection hosted by Jamie Morgan.
Dr. Martens and Jamie Morgan joined forces to create a contemporary
interpretation of this enduring style with a collection of striking images
and a film documenting both the historic and modern influences of
Buffalo.
Dr. Martens wanted to develop a campaign that celebrates the 30th
anniversary whilst showcasing how this enduring movement still
influences fashion and youth culture up to this current day and how the
brand is central to this fashion movement.
Therefore, Dr. Martens is continuing with the brand's strategy of using
youth cultures that have been involved in underlining the brand's
cultural relevance.
