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Creative Brief

DESCRIPTION/ABOUT

Dr. Martens is an iconic brand that sells to consumers in more than 60 countries.

They have become cultural icons, instantly recognisable and with timeless appeal.

 

TAGLINE

With Bouncing Soles

 

HISTORY

The first boot was born on 1 April 1960 in Wollaston, England, and was so-called the “1460”. The 1460 boot began the brand’s journey to becoming one of the most recognized footwear brands in the world. Our products are worn by a diverse customer base who use Dr. Martens as a symbol of their individual self-expression. Dr. Martens operates across three geographic regions: EMEA, Americas, and APAC. Our product segments include Originals, Fusion, Kids and Casual, and a complementary range of Accessories.

 

PURPOSE

To empower rebellious self-expression

 

RESPONSIBILITY

To act as brand custodians

 

AIM

To deliver long-term for the business

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LOCATION

Worldwide

Online stores:  Shopee and Zalora

 

PROMOTIONS

10% Off your first order: Sign Up now

Pay it in 4 with clear pay: Find Out More

Students Get 10% off Discover more

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Mission Statement

Doc Martens group is committed to continuing to explore opportunities to improve the sustainability of our products and reduce their impact on the environment through research and innovation.

 

Unique Selling Proposition (USP)

Punk/Rock Aesthetic footwear that goes well with any outfit, Long-lasting comfortable footwear


 

SWOT ANALYSIS

Strengths

  • Effective marketing strategy -Reliable, hardworking, durable, rock, & roll tinted with a military punk honesty

  • Strong, Globally recognizable brand image

  • Universal appeal - the brand has been able to adapt over time and customer needs successfully moved to mainstream fashion without losing their brand heritage

  • Doc Martens are still manufacturing in the UK, again reinforcing their British roots

  • Different styles of footwear, boots, shoes, sandals

  • Statement of individuality

 

Weaknesses

  • High-cost structure

  • Overpricing

  • Online customer service

  • The idea of sweat factory work (Thailand and China)


 

Opportunities

  • Changes in consumer lifestyles

  • Available are technological pieces of information

  • Entering new markets - broad demographic gender and age

  • Expands customer loyalty

  • Expand product/service lines

 

Threats

  • Increase in competition from other brands

  • Change in consumer lifestyles/patterns

  • Financial slowdown

  • New competitors entering the market

  • Price wars between competitors

 

Competitor

  • H&M

  • Zara​

Problem Statement

Dr Martens is well known to be established in the UK and known for their punk rock kind of fashion statement. However, Dr Martens wants to create a stronger change in aesthetic of clothing for their brand. Also, it is not comfortable when it's first worn, only comfortable as it ages. 

 

Advertising Objective

To promote Dr Martens with trendy fashion clothing that compliments Dr. Martens shoes, boots and sandals. To make this brand last long with the trend as it is good quality and very comfortable to wear.

 

Consumer Insights

People who are looking for boots or shoes that can suit or blend well with their outfit to make it look more outstanding and outshines the rest and also something comfortable to wear for a long time

 

Survey Questions

  1. Do you like wearing boots?

  2. What kind of shoes do you like to wear?

  3. What occasion do you wear fancy footwear?

  4. What type of material boots do you like?

 

Solution

Focusing on people who has an eye on the quality and are trendy in nature

 

Support

Having a better fashion style that will outshine their outlook

 

Tone and Manner

  • Fashionable 

  • Trendy

  • Creative 

  • Artsy

 

Big Idea

  • Style Your New Look with Dr Martens

 

Aim

To have young millennials have an eye on fashion clothes and also something that would be comfortable for the fit when showing off the outlook they desire

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Target Audience

Demographic

  • Age:  13 to 25 years old

  • Gender: More to Female

  • Income: RM5000 - RM10000

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Psychographic 

  • Lifestyle & Hobbies: Working and Loves fashion

  • Personality: Unique and Fashionable 

  • Interests: Quality and Great design

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ADV DIGITAL MEDIUMS

  1. Youtube 1 min Ad

  2. Instagram Posts

  3. Tiktok/Reels: Portrait Video Ad

  4. Twitter Ad

  5. Facebook Ad

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Advertising Mediums

Our campaign's aim is to have young millennials have an eye on stylish outfits as well as a footwear that is comfortable for the fit when showing off the appearance they want, all while wearing Dr Martens and the tagline
"Style Your New Look with Dr Martens."

YouTube Ad

Facebook

YouTube advertising is a pay-for-placement system that allows businesses to target advertisements to YouTube's over 1 billion subscribers. This may allow Fossil to reach a broader age group, as YouTube is a global platform with millions of individuals of all ages who enjoy watching videos online.

Facebook Ad

A Facebook post that promotes the elder generation who still use Facebook and can be shared and linked to other social media sites.

Instagram Ad

This instagram consists of 9 Post in one feed showing 3 different types of Dr Martens shoes High knee boots, Mid-Length boots and Ankle Boots

Instagram Reels Ad

The new feature Tiktok and Reels is the current trend. It is the format size of a vertical video, which is highly convenient for audiences watching vertically on their phones without having to rotate the phone.

Twitter Ad

Twitter Ad

Twitter advertising is a feature of the social media platform that allows businesses to target content and promotions to Twitter users. Twitter advertising is a type of display advertising with three options: Promoted Tweets: When an advertiser pays for more views on a post, it allows Dr Martens to show off their new shoes, which can be worn with a variety of outfits.

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