Dr. Martens launched a campaign developed by ODD London which centred on the idea of people sharing the memories of their first pair of Dr. Martens. To answer Dr. Martens's brief, ODD used a high profile brand advocate as the face of the FIRSTANDFOREVER campaign and developed a digital engagement platform for users to upload their own experiences, which resulted in a campaign reach of over 10 million. The campaign was awarded in the consumer products or services website or campaign category and the use of visual design category at the DADI Awards.
This case study outlines the objectives, strategy and campaign execution behind ODD London's integrated FIRSTANDFOREVER campaign for Dr. Martens, including results infographics.
Demonstrating how a strong creative idea can be executed across digital platforms, the campaign's results included a 35 per cent average increase in buying consideration for Dr. Martens.
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