Dr. Martens


Brief in a tweet

Develop a 12-month PR programme that highlights Dr. Marten’s key collaborations, brand announcements and heritage products to Australian Millennials / Gen Z fashion enthusiasts and creatives.
Dr Martens Brand Activation
Dr Martens PR Agency
Dr Martens Marketing Agency

The Insight

What we did

We established a targeted ‘always on’ Press Office to maintain a regular drumbeat of editorial coverage and keep Dr. Martens top of mind with both media and consumers.

The Press Office waa guided by three fundamental principles:
– Powerful Storytelling: Identifying key marketing focuses and objectives that resonate with our target audience
– Targeted Pitching: A media matrix with focal pitching angles for each quarter was developed based on marketing focuses, seasonality, new offerings and trends.
– New Audiences, New Opportunities: Take Dr. Martens beyond the fashion pages and broaden consumer reach by targeting a spectrum of media publications including lifestyle and art/culture.

Press Office activity included:
– Collab / brand activity press release localisation and distribution
– Reactive requests including product call outs
– Product loans for editorial shoots and fashion events (e.g. Vogue Fashion Night Out)
– Proactive outreach
– Media intros / coffee catch up
– Monthly reporting and coverage tracking / clipping

Coverage highlights included Vogue, Scenestr, GQ, Man of Many, frankie and RUSSH.


Press Releases





We are Dr Martens' Activation Agency

We’re proud to be Dr Martens’ preferred brand activation agency, and look forward to many years of successful product launches. Need an agency that can do the same for you? Get in touch today.