Dr. Martens Presents turns insight into cultural impact
Dr. Martens is a brand with culture in its DNA. But in an ever evolving world, it needed to prove its relevance to a diverse youth audience for whom culture and experience is everything. To do that, we wanted to understand the barriers faced by the creatives setting the cultural agenda.
Covid-19 has had a cataclysmic impact on grassroots culture, amplifying pre-existing pressures, displacing communities and reigniting cultural activism. While Government support was delayed, and many brands went quiet, Dr. Martens were ready to step up and support them.
Dr. Martens Presents defines a new and innovative role for the brand in culture. This purpose-led platform takes a multi-channel approach to support next generation talent who embody the brand’s values, engaging youth audiences with diverse cultural experiences.
With experiences driven by creators themselves, the platforms’ varied output and themes don’t just move with the cultural current, they help define it. From poetry exhibitions (Arlo Parks, London) and digital record launches (Gemma Dunleavy, Dublin) to hard hitting video series (Madanii, Berlin) and zines (Hotel Radio Paris, Paris).
This refreshingly meaningful approach has seen the brand and the artists it supports reap the rewards, setting the tone for all cultural activities moving forward
10 artists partnerships
Expanding support across EMEA
Glowing artist testimonials
4.5m+ reach with cultural media partners
75m+ earned PR, with 641 pieces of coverage
3m+ views across Dr. Martens and artist social channels
48% sales uplift during this period