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SITUATION ANALYSIS
PROFILE A: THE REBEL CREATIVE Dylan is a 22 year old English student studying at Goldsmiths, London. He has strong left-wing political views, coming from a workingclass background, and regularly attends political rallies. He shops at Urban Outfitters and vintage stores, preferring to look individual in what he wears. In his spare time he enjoys photographing his surroundings and going to house parties with friends. He listens to UK garage and alternative music.
PROFILE B: THE ALTERNATIVE TEENAGER
Rose is a 17 year old college student, studying Media and Psychology. She has a part-time job as waitress, using her wages to save up for gigs and the pair of Dr Martens she’s been eyeing up for months. Her favourite bands are Deaf Havana and You Me At Six. Her spare time is spent watching old Friends re-runs, reading NME and studying - she can’t wait to move away to Uni in Leeds where the music scene is great (she’s heard from friends).
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SWOT ANALYSIS
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MARKETING ACTIVITIES: ONLINE
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COMPETITORS
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OFFLINE
OFFLINE: the carnaby street store
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OFFLINE
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OFFLINE
PAST MARKETING EVENTS DR MARTENS X LONDON FASHION WEEK COMPETITION (FEB 2015)
To enter the competition, entrants simply had to go to the Carnaby Street store to take a picture of their ‘LFW Style’ in the store photobooth, then post their printed image to Instagram with the hashtags #DRMARTENSCARNABYST and #LFW, as well as tagging @drmartensofficial in their image.
DR MARTENS X ADVENTURE TIME PARTY (APRIL 2016)
Celebrating Dr. Martens X Adventure Time SS16 collaboration and the much loved Princess Bubblegum boot, Dr Martens threw a party at the Carnaby Street store. Lucky shoppers witnessed a bubbles extravaganza with free candy floss freshly made from the customised Princess Bubblegum candy floss machines in-store. There was also a live meet and greet with Princess Bubblegum herself, as she viewed her new Dr. Martens boot and met her fans.
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CONCEPT
DR MARTENS X DAVID BOWIE BY JIMMY C CONCEPT
Dr Martens teams up with the street artist responsible for the David Bowie mural in Brixton, Jimmy C, to create an exclusive line of shoes in tribute to Bowie. The collection will compromise of 2 unisex (spring line) shoes, adorned with illustrations designed by Jimmy C, which will pay tribute to and represent the iconography of the late David Bowie.
OBJECTIVES
»» Expand brand identity: promote the ‘More Than Just a Boot’ campaign to increase sales of shoes other than the classic 1460 boot, for the spring line »» Drive awareness at a local level »» Identify and engage with local taste makers »» Maintain brand image and build respectable reputation
STRATEGY
Since it’s birth, it has been impossible to think of Dr Martens without the classic 1490 boot in the same thought. Dr Martens wants to change this, by expanding the brand identity to ‘More Than Just a Boot’. This spring, the collection of 1461 pastel shoes will take centre stage, with the help of the Dr Martens X David Bowie by Jimmy C special collection, available in London stores only. David Bowie, a free-thinking, unique and rebellious individual with unabashed British spirit borne from the heart of London embodies everything the Dr Martens brand stands for. Not only was he a British icon, but a global hero who’s work was adored from every corner of the globe. Due to his passing, a tribute to the late icon seems very fitting; and who better to do it than the artist behind the famous mural in his hometown of Brixton, Jimmy C. The tribute will form an emotional connection to the hearts of many, just as Bowie did himself. Jimmy C, a key player in the development of the underground graffiti movement in Australia, will design artwork to feature on the 2 selected spring line shoes which pay tribute to Bowie and his influence using the zig-zag of Ziggy Stardust. He will also create street art around Carnaby Street (the chosen launch store) depicting the collaboration Dr Martens X David Bowie by Jimmy C, as well as doing live illustration of shoes during the launch.
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SOCIAL MEDIA PLAN
PRE-LAUNCH
The build-up to the Carnaby Street store launch of the collaboration will begin six weeks prior, being announced first via press release sent to relevant journalists. Five weeks pre-launch will see teasers launched across social media platforms Facebook, Twitter, Instagram and Google+ in the form of campaign images with the captions such as ‘Can you guess who our upcoming collaboration will feature?’ and ‘Stay tuned for exciting news about our newest collaboration’ to build excitement and create conversation/interaction pre-launch. The brand’s newly relaunched Soundcloud page (as part of this campaign) will post classic David Bowie songs, around 2 per week, in the run-up to launch. Four weeks before (and continuing up to) launch will see posts of campaign imagery, pushing of the spring line shoes (via post features and links to the website), release date and launch details, and links to a special blog post about the collaboration including an interview with artist Jimmy C. This will cover Facebook, Twitter, Instagram and Google+. Tumblr will post exclusively campaign imagery alongside iconic Bowie images. A 30 second teaser of the full 90 second campaign video will be released 3 weeks before launch, featuring on Facebook and Twitter channels. Two weeks prior to launch the 90 second campaign video will be released on Facebook only, as it is the platform with the most followers. The film will be posted on the YouTube channel, and a condensed version will feature on Vine, as the platform only allows six second videos. A week before launch, a competition to win a pair of #DrMartensxDavidBowie shoes will begin, launching across Facebook, Twitter and Instagram. Followers will be prompted to post ‘their tribute to David Bowie in an image’, captioned with their favourite Bowie lyrics alongside the hashtag #DrMartensxDavidBowie. In the week running up to the launch, the Snapchat account will create build up in the form of a daily countdown, featuring videos showing preparations for the event in the remaining two/three days pre-launch.
EXAMPLES
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SOCIAL MEDIA PLAN
LAUNCH
Taking place on April 10th 2016, the three month anniversary of David Bowie’s passing, the launch event will feature live music from tribute band ‘Absolute Bowie’, alongside live shoe illustrations by Jimmy C. Bloggers and press will be invited, and the event is also open to the public. The event will be streamed to customers via Snapchat, allowing those not attending to engage with the event.
POST-LAUNCH
Videos filmed at the launch (live illustrations, tribute band, guest comment voxpops) will be uploaded to Facebook and YouTube channels. Competition launched a week pre-launch will continue for a further two weeks post-launch and the winner will be announced. During this period the Instagram account will re-post customer entries, which will serve as audience interaction alongside reminding customers about the competition. Social media posting of campaign imagery, pushing of product and blog post links will continue as before launch across social media channels. A new blog post detailing the launch will be written, and subsequently linked across Facebook, Twitter, Google+ and Instagram (with link in bio, as links cannot be applied to image captions).
FILM BLURB
David Bowie; a free-thinking, unique and rebellious individual embodies everything the Dr Martens brand stands for. Due to his passing, a tribute to the late icon seems very fitting; and who better to do it than the artist behind the beloved mural in his hometown of Brixton, Jimmy C. The collaboration features a limited edition design of the 1491 shoe in two pastel colour ways illustrated with classic Bowie iconography designed exclusively for Dr Martens by the Australian street artist.
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FILM STILLS/CAMPAIGN IMAGERY
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