OPR . DR. MARTENS
AMY PARKER
E-PR STRATEGY NCL
01. SITUATIONAL ANALYSIS 08. SWOT ANALYSIS 09. OBJECTIVES + E-PR STRATEGY 10. TARGET CUSTOMER 11. TIMELINE 12. BLURB
NCL
01. SITUATIONAL ANALYSIS
“FEW BRANDS CAN BOAST THE CULTURAL POTENCY AND RICH HERITAGE IN WHICH EACH NEW PAIR OF DR.MARTENS BOOTS IS STEEPED.” - Martin Roach
HERITAGE Since emerging in the 1960’s as a reliable air cushioned workman’s boot. In 1966 Dr. Martens became the footwear of choice, forging rooted connections with freethinking subcultures who stand for something. Dr.Martens ignited a distinct and diverse loyalty that has remained a synonymous influence on contemporary British culture throughout their subsequent years of trading. Dr.Martens consumers integrate themselves into a community that:
FIG.1
Brand Attributes + Self Expression + Non Conformity + Innovative + Authentic + Unmistakably British + Durable
+ Remains loyal to its multi faceted heritage. + Non-conformist united spirit. + High quality industrial manufacture. PRODUCT EVOLUTION Dr.Martens product range has grown considerably since the iconic 1460 boot release. Extensive collections of crafted British designs are now available to customers in 50 stores worldwide and through alternative online stockists (ASOS, Urban Outfitters).
02. CUSTOMER DEMOGRAPHIC
TARGET MARKET Dr.Martens has an established and diverse consumer demographic. A community grouped into smaller audience profiles, all with the intrinsic urge for individuality. Dr.Martens provides for youthful innovators as well as loyalists invested in the culture of the brand. Both linked by their ability to customise, craft and exhibit personality through dress, regardless of age. Consumer behaviours have become a lot more considered. Now connected through an advancing creative intelligence, this platform provides brand evolution into a market that enables individuality to shine but not at expense of common sense.
Customer Characteristics + Innovative + Non- Conformist + Intellectually Opinionate + Culturally Aware FIG.2
“MY DR.MARTENS ARE A STATEMENT, I FEEL LIKE A STRONG, REBELLIOUS SPIRIT WHEN I WEAR THEM. WE NEED MORE NO NONSENSE STUFF IN THIS WORLD OF LUNACY”. – Catherine Hughes, 45
03. BRAND PERSONAS
CONSCIOUS
FIG.3.4.5
04. SOCIAL MEDIA MATRIX PLATFORM
FOLLOWERS
AUDIENCE / INTERACTION
1,028,621 likes
Largest audience due to likes spurred on by appreciation of the product/brand itself. Users range in age due to the platforms wide spread user base. Each post receives a large amount of likes and comments
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Creatives who strive to stay connected to the brand on a 24/7 basis. Tweets are favourited and re-tweeted by the brand. Selections of tweets start discussion.
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136k
CONTENT
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Tumblr
609k
N/A
On the go users who are visually connected, content creators for the brand. Each post is heavily liked and commented on. Active sharing of customer photography.
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Creative users who engage in producing visual statements. Invested in the brands overall cultural ethos. Each post is heavily liked and reblogged by followers, however the brand does not engage with or respond. Used more as a source of inspiration.
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Photo / video content Campaign, product and event shots Brand information Competition, website, App and other social media links Customer images
LANGUAGE Precise and to the point posts. Each creates a conversation, whether about product or people. Product links are attached to posts to enable a click through to main website.
ACTIVITY 1-4 daily (varies)
Product images / style inspiration Promotions and competitions Original and customer ‘re-tweets’ Dr Martens website Dr Martens other social media platforms Press coverage
Shorter language is used however it remains conversational. Through the use of open ended questions. Product links appear in tweets, enabling a marketing platform.
2-10 daily (varies)
Product images / Style inspiration In-store promotions Campaign images Dr Martens website ‘Re-gramed’ users
Language engages through image descriptions written in first person. Highly conversational and focused on each individual.
1-4 daily (varies)
Product images / GIFs Graffiti, art, street style images Campaign videos Dr Martens website Dr Martens other social media platforms Artist Tumblrs
Due to low levels of interaction the language used is limited. Individually focused inks are attached to images.
1-3 daily (varies)
YouTube
Google +
13k+
10k+
9k+
Targeted tastemakers allowing celebration of individuality. Heavily invested in the brands music connections. Although views and likes are high, there is a lack of engagement and discussion through comments.
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A mix of creatives varying in age from conceptual youths to older Pinterest loyalists. Followers show engagement through pinning and following the boards most suited to taste.
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Users who are, or strive for connectivity with the brand on all social levels. Time poor consumers are provided with available links that make for easier connection.
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• • Vine
6k+
Mobile savvy users with an interest in engaging with the brand on a personal level. Small number of likes and shares with limited conversation.
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Design, campaign, event, inspiration video series Music, campaign influencer video uploads Dr Martens website with links to shop Dr Martens.com Other social media platforms and ‘pinners’
Language used in videos epitomizes the brands ethos. Individuality and self-expression is the main focus however varying content could be used to integrate extended modern subcultures.
1-40 monthly (varies)
Product images / style inspiration Event and campaign images Dr Martens website Original product images
Although mostly visual each board contains a descriptive paragraph, containing click through links.
Daily (consistent)
Posts that mirror the content shown on other Dr Martens social media platforms. Google+ videos Dr Martens website Video and gallery links from all other social media platforms E-commerce links
Conversational descriptions are apparent where appropriate, linking to campaigns and other media sources.
1-3 daily (varies)
Event, product and campaign clips.
This platform engages consumers through short film clips containing limited language or communication.
Rarely
05. CURRENT STRATEGY
OFFLINE ENGAGEMENT Dr.Martens stores are distinctive, authentic and strategically placed by their local counter culture associations for protest and rebellion. Each store celebrates regional ties and talent, commissioning local artists to input into the design of each store. Regional talent is also incorporated and celebrated during individual in store experiences such as band night performances and signings, manipulated as extensions of current campaigns.
FIG.6
FIG.7
ONLINE ENGAGEMENT Dr.Martens utilises several social platforms and online blogging communities, to provide concise and engaging content, connecting emotionally with the brands online community at a regional and global level. Their interconnected approach maximises awareness and data capture of the media savvy consumer, within a highly active landscape.
CAMPAIGNS Dr.Martens #STANDFORSOMETHING campaign, launched in 2013 encapsulates the brands cultural ethos. Celebrating and creating exclusive tastemaker content, featuring muses identifiable with Dr.Martens customers. The campaign features experiential content in a series of short films seeded online. Reinforced by print and point of sale content, the campaign integrated live music into it’s strategy. Resulting in a global music tour published on the brands YouTube channel. The campaigns success created vast social media conversation, heightening regional store engagement and driving new and established store and web traffic.
FIG.8
STATISTICS - WWW.ODDLONDON.COM
06. COMPETITORS
Brand Competitors + Converse + Vans + Timberland + Fred Perry + Ben Sherman + Keds
COMPETITOR Vans
TARGET AUDIENCE Young brand conscious individuals with an alternative and active character.
SOCIAL ENGAGEMENT • •
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Timberland
Lifestyle conscious men and women harnessing the authentic power of the outdoors at any age.
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CURRENT CAMPAIGN
Original localised content highlighting humour, skill and exclusivity. Engagement is created through genuine connection to story telling mechanisms and influencer profiles, which remain loyal to the brands youth culture territory and youth music scene. Competitions, events and giveaways are frequently advertised using strong hash tag handles.
‘#Living Off the Wall’ A documentary series complete with scrolling website. With the aim to celebrate real characters who define living off the wall. Published on the brands online TV station and social platforms.
Strong level of connection with celebrities as well as ‘real people’ creates an authentic level of conversation. Social media channels are highly campaign orientated. Regular updates are made in a conversational and inspiring manner. Prominent use of hash tag handles, continuously linking to other social platforms.
‘#inmyelement’ A project that erases traditional boundaries, challenging four driven individuals to document their journeys of creative discovery in a series of short films.
07. REGIONAL ANALYSIS
Sam, Newcastle - Face of #STANDFORSOMETHING campaign.
“WE ARE LOOKING FOR MORE INDIVIDUALS THAT STAND FOR SOMETHING AND WE KNOW FROM OUR STORES ACROSS THE UK, INCLUDING THE STANDALONE NEWCASTLE STORE ON GRAINGER STREET, THERE IS A REAL DIVERSITY OF PEOPLE WHO WEAR DOCS WITH PASSION AND PRIDE” - Amy Nelson, DM’s retail marketing manager
FIG.9.10
REGIONAL OPPORTUNITY Acknowledged for its industrial heritage, active live music scene and creative backdrop, Newcastle provides further opportunity for the campaigns regional growth. Locals are an accessible tribe with the readymade creative ability and intelligence to drive brand enthusiasm. Dr.Martens must create innovative social media content, which will inspire the local bloggers, creatives, musicians and networkers who regularly converse with the brand.
08. SWOT ANALYSIS
STRATEGY OPPORTUNITY Dr.Martens has always been defined by its powerful links to industrial manufacture and rich heritage, therefore there is opportunity to evolve this regionally, connecting and utilising local movements in a bid to immerse and identify with distinguished cultural tastemakers who favour crafted British design and display creative initiative.
DO NOT STRIVE TO IMPRESS, STRIVE TO IMPACT.
NCL
09. E-PR STRATEGY PURPOSE + Reinforce brand ethos + Increase online interaction + Fuel creativity + Create relationships with regional tastemakers OBJECTIVES + Celebrate and connect with early adopters and organisations to produce a collaborative platform for Dr.Martens regional promotion. + To educate Dr.Martens links with rebellion enforcing the importance of creative intelligence and selfexpression. + Increase engagement at a regional level across influential social platforms Facebook, Instagram and Twitter. + Reinforce the authentic connection between brand and consumer through active methods of design. + Drive awareness of overall brand at a regional level. CAMPAIGN The four week ‘British by Design’ campaign will celebrate the distinct creativity of ‘real’ regional tastemakers and the innovation of British design. The campaign will be trialed in Newcastle as a forerunner for a national Dr.Martens campaign, which will acknowledge and encourage regional interpretations of British style. The #STANDFORSOMETHINGNCL will be utilised alongside the campaign to encourage engagement between target audience and brand, to demonstrate how consumers celebrate Dr.Martens British manufacture. Coinciding with Newcastle’s creative platform ‘Design Event’, the campaign will run from October 7th to November 4th (Launch date – Saturday 24th October). The campaign will be split into three key areas pre, during and post launch, each section of the campaign will include areas of engagement as shown below. The entire campaign will work with the AIDA model at the forefront (Attention, Interest, Desire, Action). The key links to be promoted throughout the campaign are the Dr.Martens website, Facebook, Twitter and Instagram pages.
PRE-LAUNCH Duration – 2 ½ weeks (Commencing Wed 7th October – Friday 23rd October) The pre launch will focus on building the awareness and interest of Dr.Martens upcoming fashion film, which will celebrate Newcastle’s innovators and creators who showcase their interpretation of regional and British design. + The campaign will collaborate with regional bloggers and influencers such as Sandra Tang, who have had past associations with Dr.Martens and are linked to the key audiences passion points. Bloggers will upload posts to their own sites and encourage followers to engage with the campaign. + Employ Dr.Martens Facebook, Twitter and Instagram (the brands top three social platforms) to engage target audience. The brand will ask followers/users to upload photos and/or videos linked to the brands accounts using the #STANDFORSOMETHINGNCL and #BBD (British by Design). Asking followers to upload posts that illustrate what they stand for and how they are British by design . + The incentive for engagement is a ‘money can’t buy’ experience at Dr.Martens head office with the design team (This will be publicised throughout campaign). + Dr.Martens will pick top five videos/photos submitted to go to a public vote (cut off 23rd October/ go to public vote 25th October). + Dr.Martens will kick start the campaign with their own regional photo, incorporating the hash tag to gain attention and encourage participation. Dr.Martens will continue to repost and retweet uploads throughout the campaign to build conversation and momentum. + Four sets of three-second teaser film clips will be seeded onto social platforms one week prior to the launch to stimulate discussion. Which will culminate at the end of the pre launch stage in a 12 second clip indicating the time, date and location of the film launch. + Three days prior to the launch (Wednesday 21st October) a ‘Conversation Cube’ will be placed at Greys Monument (store location) to produce on street conversation on Newcastle’s terms. The purpose of the cube is to promote creativity, asking passers by to illustrate the cube. The cube will be promoted on social platforms prior to the films release.
+ The cube will also advertise the films physical launch date and location (Monument Movies), also promoted on the three social platforms. + A regional soundtrack will be featured, promoted on social media it will be available to download during the post campaign.
+ The upload with the most favourites (Twitter) and likes (Facebook/Instagram) will receive the ‘money can’t buy prize’ of a placement with the Dr.Martens design team (Voting closes 2nd November / Winner revealed 4th November via social platforms and website).
DURING - LAUNCH
Engagement Target –
Launch Date – (Saturday 24th October)
+ 5,000 photos and 1,000 videos uploaded across all three platforms. + Organic reach of 100,000 Facebook users.
This will be the launch of the Dr.Martens fashion film British by Design. + The film will be launched at Monument movies and seeded to online social platforms Facebook, Twitter and Instagram on Sunday 25th October. The seeded film will contain a click through banner to the soundtrack that was promoted in the pre launch. + Regional bloggers/ influencers will live blog from the launch using the #STANDFORSOMETHINGNCL and #BBD to continue engagement and conversation to post launch stages. POST - LAUNCH Duration – (Sunday 25th October – Wednesday 4th November) + The post launch stage will continue to promote regional conversation, summarise the campaign and document the dismantling of the conversation cube which will kick start future regional campaigns. + From Sunday 25th October the film will be streamed into the Newcastle store. + Behind the scenes film will be uploaded to Dr.Martens YouTube channel to add human aspect and reinforce campaign values. (Friday 30st October). + The regional soundtrack will be reposted (Sunday 25th October) asking users to upload or suggest their own regional tracks. + Social media platforms will document the dismantling of the cube, which will launch the ‘British by Design’ campaign in other regional locations.
10. TARGET CUSTOMER
THE INVENTIVE
The campaign will target ‘The Inventive’, the influential millennials aged between 18 - 24, currently studying or working within Newcastle’s creative sector. In the process of manufacturing their own route to professionalism through self-expression, these individuals favour a well-crafted and minimal style customised with a considered creativity. These tastemakers have a rooted enthusiasm for music, remaining unbiased towards genre. Their continuous social media connection and original take on practicality masks their visionary intelligence. A trait that has enabled them to become the new insurgent trendsetters and creators of Newcastle.
FIG.11.12
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11. STRATEGY TIMELINE
PRE-LAUNCH
DURING
POST-LAUNCH
12. FILM BLURB
DR.MARTENS - BRITISH BY DESIGN “We stand for being British by Design” – Dr.Martens One city, a creative movement and a tribe of innovative thinkers - A new film from Dr.Martens follows Newcastle’s influential tastemakers on a journey of creativity. Show us how you #STANDFORSOMETHINGNCL at: http://www.drmartens.com/uk https://www.facebook.com/drmartens https://twitter.com/drmartens https://instagram.com/drmartensofficial #BritishbyDesign
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IMAGE REFERENCES
Front/Back Page – www.luxuryactivist.com Figure 1 – www.pinterest.com/Dr.Martens Figure 2 – www.selectism.com Figure 3/4/5 – www.lookbook.nu / www.grungefashionnirvana.tumblr.com Figure 6/7/8 – www.thejournal.co.uk / www.findingangelshere.blogspot.com / www. cargocollective.com Figure 9/10 – www.narcmagazine.com / www.chicest.co.uk Figure 11/12 – www.details.com Figure 13/14/15/16/17 - www.pinterest.com/rumfortva.se / www.digital13.co.uk
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