About Dr. Martens
Designed by German inventor Dr. Klaus Maertens, Dr. Martens was a boot made for workers. Initially worn by postmen and policemen, the comfortable, durable and lightweight footwear defeated all competitors of the time.
As a part of the global ‘Stand for Something’ campaign, AWB was asked to secure coverage for the FW15 collection, highlighting the brands diversity. We aimed to create strong content with credible and local opinion leaders, attracting consumers and reinforcing Dr. Martens connection to music.
What we did
We chose Dolores Haze, a fierce Stockholm music group to work with on the campaign. With their girl power, unique expression and cockiness, they were the perfect match right from the start.
In order to celebrate the release of Stand For Something EP, influencers and rebellious Dr. Marten fans were invited to a house party where the collection was exhibited by the creative team Cray Collective with Dolores Haze playing a live set.
10 pieces of coverage and a total reach of 1,1 million
204 posts in social media
Total media value of 1,5 million SEK