Bringing a global OOH campaign to life on digital
Dr Martens
Senior Creative
The challenge
Dr. Martens was launching its global OOH Made Strong campaign - but needed a digital-first platform that connected with its Gen Z community in a meaningful way.
The insight
On Dr. Martens’ channels, 'cultural storytelling' drives the most engagement and organic watch time amongst Gen Z viewers - but only when it’s led by the community, not the brand.
My response
Passed the mic to the DM’s community and let them define what Made Strong meant to them.
↳ Developed 3 original series across YouTube, IG & TikTok
↳ Shot across London + NYC, at real DM's events
↳ Mixed next gen voices with cultural icons
↳ Explored Made Strong through the lens of community, creativity and product
Results
800K+ VIEWS
+24% ENGAGEMENTS
*against channel benchmark
*effectively engaging the target audience, above benchmark
