Brand Used:
Dr Martens
Design Field:
Customer Engagement Campaign
Brief:
Increase brand loyalty amongst existing customers of Dr Martens
Solution:
Dr Martens is heavily associated with alternative subcultures which value expressing their individual style through DIY alterations. There is even a history of Dr Martens selling significant numbers of their smaller shoes as women were buying them and painting flowers on them. As such a shoe box insert has been designed that includes a small shoe charm and a set of markers so that the customer can customise the charm and add it to their shoe. These subcultures are also wellknown for using zines, a one page print out that can be folded into a small magazine, for communication of thoughts and ideas. To acknowledge this tradition, a small zine will also be included in the shoe box to provide an explantion about the charm, as well as examples that the customer can use as inspiration.
This will make the customers who purchase shoes during this time feel seen and appreciated, thus building brand loyalty.
