Menu
Dr. Martens & future fans
Task
To celebrate the 10 year anniversary of the Jadon Boot, Platform13 was briefed to create a year long plan to cement the boot's place in history (past and present) and OWN ‘Alternative’ in 2023.
Approach
Our research and insights unlocked a new and credible definition of modern alternative culture for the brand, connecting their brand positioning, product, collaborations and activations to ensure future relevance.
This informed evolving their existing consumer segmentation into an actionable 'ALT' spectrum of consumers connected to both brand and product priorities and in the process, we identified a credible and NEW future consumer for the brand.
Output
A year long detailed, comprehensive and cohesive global culture-led go to market strategy to
- celebrate the 10 year anniversary of the Jadon Boot including the production of a mini-doc around the history,
- link to Dr. Martens long-standing music connection through a dedicated TikTok activation to find new gen talent (over 6K entries and shortlisted for the 2023 Tik Tok Awards),
- a new identity with detailed creative and comprehensive through-the-line global comms guidelines and plans to reach and engage this new consumer with their brand and AW23 innovation product
©2024 Platform13