Dr Martens Store Hub Campaign

Creating buzz around Dr. Martens stores

British footwear brand Dr. Martens has opened a number of new stores across the country in recent years. Having delivered the Brighton store launch in 2013, Fugu was appointed to generate buzz, and attract footfall, to Dr Martens stores in ten key UK regions across the south of England.

Our task was to build awareness around the individual store locations by creating ongoing media and digital conversations via leading local media outlets and influential bloggers.

Media and blogger results have covered new seasonal trends, local events, music links and brand partnerships. The brand’s #STANDFORSOMETHING messaging was incorporated throughout and a number of regional media partnerships were achieved with key local and style titles.

Over the past 12 months of the campaign, we secured over 19 million targeted opportunities to see, aimed at the local DM audience, and achieved an ROI of 10:1.

“Fugu always demonstrate strong commercial acumen around answering our strategic issues of driving local proximity awareness and education of product breadth at a regional level. They always quickly understand individual briefs and get to the point of answering our needs and come back with channel specific marketing and PR solutions that are both brand relevant and efficiently sweat a tight budget. As well as being hard-working and extremely diligent they operate with both an amazing sense of humour and purpose.” 

 Simon Jobson, global marketing director, Dr Martens