Dr. Martens

Creating city-wide noise around the launch of a new DMs store

In 2013, iconic British footwear brand Dr. Martens underwent a nationwide retail surge with new stores opening across the country. Our job was to manage the launch of the Brighton store, creating as much noise as possible in the local community.

Our message was simple, to position the new Brighton store – an alternative brand launching in the country’s most alternative city – as a spiritual homecoming.

As well as sourcing a locally commissioned in-store artwork, we organised two live events, a high profile partnership with Brighton Fashion Week, the inaugural DMs photo booth appearance and an exclusive launch party celebrating the best local bands, beverages and artists. We also commissioned and helped develop the launch and artist video. This was coupled with style competitions, prize giveaways, a brand ambassador programme, a widely documented charity donation and a strong social media push.

The launch achieved local media saturation and much national interest, with 75 articles including national, regional, online and radio coverage. It also beat all sales targets and ranked as the country’s top store in the opening week. On the back of this success, we have since been appointed to deliver Dr Martens regional campaigns in ten key UK regions.

“Fugu didn’t just beat all targets, they blew them all out of the water. They’ve set a new benchmark for Dr. Martens’ launch PR campaigns – results which we’ll task all future agencies to meet.”

Simon Jobson, Dr. Martens global marketing director