Product durability is the key focus for footwear brand Dr Martens in a news social media content series, which has launched today (27 February).
The ‘Made Strong. Made to Last’ campaign for the retailer’s YouTube, a Instagram, and TikTok channels comprises two ten-minute episodes that take viewers behind scenes of the brand.
Presented by journalist Snake Denton, the brand’s product durability is assessed by going behind the scenes at the Dr Martens factory in Northamptonshire. The episodes cover the production of the brand’s 1460 boots and provide insights into how to care for Dr Martens footwear.
In a retail world where describing products as “sustainable” or “good for the planet” is hard, if not impossible, to justify, many retailers and brands are doubling down on talking up the longevity of their products – to distinguish them from fast fashion, which experts argue is a significant contributor to overconsumption and excess material waste.
Digital content studio and media network, Little Dot Studios, an All3Media company, was commissioned by Dr Martens to produce the series.
Little Dot will also be tasked with amplifying the ‘Made Strong. Made to Last’ series across YouTube, targeting potential new Dr Martens advocates, as well as engaging the brand’s existing fanbase.
Luna Woodcock, global social media manager at Dr Martens, said the series has involved “delving deeper into our brand’s product and heritage”, meaning the brand can “tell our story in a new and fresh way, resonating with young audiences”.
Hal Arnold, director of production at Little Dot Studios, added: “We’re honoured to delve into the heart of this legendary footwear brand, crafting a series that not only showcases their enduring quality but also highlights our own ability to tell compelling stories.
“From concept to distribution, we’re excited to bring our expertise to the table, amplifying Dr Martens’ message to a global audience while showcasing the artistry behind our craft.”
This new commission follows the ‘What does strength mean?’ campaign, which Little Dot Studios recently produced for Dr Martens as part of the wider ‘Made Strong’ campaign.
In another nod to product durability, Dr Martens launched a repair service in September 2023. The offering is supported by Yorkshire-based specialist, The Boot Repair Company, and is being marketed as a key part of the company’s efforts to extend the life of its footwear.
[Image credit: Little Dot Studios]
