DR. MARTENSRaw @ Rufus Leonard - Client

Services application

What is your favourite brand and why? Whydoes it excite you, what does it do well and what

makes it such a success?

Mario Charles Galea

INTRODUCTION

EXCITINGCAMPAIGNS

One of my favourite all time brands is Dr.Martens. Throughout their history, the brand hasbeen adopted by countless rebellious characters,subcultures and tribes. More recently (2012)Miley Cyrus flaunted the classic cherry-red Docsin her controversial 'Wrecking Ball' video. Cyruswent on to reinforce DM's brand mantra, "Westand for non conformity." People like her arepeople who want to stand out from the crowd intheir own unique ways, and their journey is alwaysaccompanied by a pair of Docs.

I admire the brand as in their communications, they celebrate free-thinkingand allow for self-expression. They celebrate diversity and put theircustomers at the centre of their campaigns, allowing them to get involvedand feel part of the brand/experience. One of their most memorablecampaigns that had caught my eye was their #FIRSTANDFOREVER story. Itfeatured model Agyness Dyne telling a story about her first break-up. ThisYouTube video came across as very honest, raw and it told a verycompelling story. It left me wanting more. I instantly connected with thisvideo as it was very current and I followed up on the campaign.

ENGAGING

What stood out was that all their messages wereconsistent across all channels - print, outdoor, digital, film &retail. Also because of the emotions it triggered - everyonecould relate to such topic. It also invited followers to sharetheir experiences online. In a sense, the product was hardlyprominent, the aim was to create a connection and shareexperiences - one of the reasons why Dr. Martens remainscurrent and exciting. People were made to feel like theywere part of this story & conversations were encouraged.

It was more of a relationship rather than a shoutedmessage.

This was a great way of raising awareness for DM becausethe 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.

#STANDFORSOMETHINGThe #FIRSTANDFOREVER campaign wasimpeccably executed - they managed toget people talking, sharing, downloading,wanting & loving Dr. Martens. So much sothat they released more clips & introduced #STANDFORSOMETHING.

#STANDFORSOMETHING

They understand that today’s medialandscape is always-on and highly social.Therefore there is a need for veryconsistent, clear and focused messaging.And this is exactly what#STANDFORSOMETHING did. This campaignis simple and it makes sense. Through it, DrMartens have generated a conversationand followers quickly turned into brandadvocates for the brand generating theirown creative content on what they believein or social issues they are concernedwith.

"I'd like to think#standforsomethingwill become DrMartens' equivalent of Nike's 'Just do it'. In my view, it's certainly something with more than just aone-to two-yearshelf life "Simon Jobson, marketing

director, Dr Martens

THEY KNOW THEIR CUSTOMERS

Another reason why Dr. Martens is asuccessful brand is because they knowand understand their audience well. Theyknow 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 outwith (peers).

Their products have remained so popularthrough time because such a simpledesign translates and appeals to anyoneseeking working class credibility (fromteenagers to musicians).

Dr. Martens is a trend that's probablyhere to stay.

BRAND EXPOSUREMAY 18TH, 2015

For the 30th anniversary of Ray Petri’s Buffalo shot Killer, Dr. Martensexhibited their AW15 campaign and collection hosted by Jamie Morgan.

Dr. Martens and Jamie Morgan joined forces to create a contemporaryinterpretation of this enduring style with a collection of striking imagesand a film documenting both the historic and modern influences ofBuffalo.

Dr. Martens wanted to develop a campaign that celebrates the 30thanniversary whilst showcasing how this enduring movement stillinfluences fashion and youth culture up to this current day and how thebrand is central to this fashion movement.

Therefore, Dr. Martens is continuing with the brand's strategy of usingyouth cultures that have been involved in underlining the brand'scultural relevance.

THANKYOU

Mario_sparks

@thatssosparks

https://uk.linkedin.com/in/mariocgalea