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.Dr. Martens possesses a rich heritage in its product range, in popular culture and critically, in its consumers. ODD London’s research illustrated that for many the Dr. Martens brand was a poignant reminder of a particular point in time. Thus for its first global campaign for the brand, ODD wanted to tap into this emotive territory and create a digitally led, content rich campaign that would reignite the passion in the existing audience group, while also attracting a new Dr. Martens advocate.Key objectivesDr. Martens wanted a fully integrated campaign concept, which would challenge people’s perception of the brand, while celebrating its heritage and key brand pillars.Key objectives primarily included increasing brand awareness and consideration to deliver a 4 per cent sales uplift over the campaign period. Secondly, Dr. Martens wanted to drive online engagement and interaction via Facebook and the brand website, with a target of 14.5m impressions. Dr. Martens also wanted to heighten its perceived fashion credentials across key markets, namely US, UK and South Korea.StrategyODD London's creative proposition was ‘Everyone remembers their first pair of Dr. Martens’.Its creative solution was to provide a platform for consumers to share real, personal, emotive sentiments and experiences of buying and wearing their first pair of Dr. Martens. In addition, ODD London saw that this would create an opportunity for Dr. Martens to associate itself with other rites of passage that have shaped consumers’ identities.To drive cut through and PR, British fashion model Agyness Deyn was employed as the face of the campaign, alongside MTV presenter Ash Stymest. The campaign film focused on their journey of first time experiences, with the ‘First Love’ and ‘First Heartbreak’ moment forming the emotional hooks to the supporting campaign films.Campaign executionThe digital campaign engagement platforms allowed users to upload, plot and share their own ‘firsts’ using Google Maps – fixing their memories in a virtual but real location. This map also enabled consumers to find their nearest Dr. Martens store.
How Dr. Martens increased brand awareness and buying consideration with integrated FIRSTANDFOREVER campaign
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