A social transformation project for an iconic footwear brand & retailer.
Dr Martens had previously spent a lot of money creating content for their social channels, but they found that measuring the returns for this investment against each channel’s content was difficult.
What Dr Martens found was that their core customers do not like to be sold to - they are discoverers who set their own style and engage more with posts that stand for something. More and more of the people engaging with the brand were going over to their social channels rather than going to their ecommerce site, and Dr Martens saw high levels of interaction with their social content.
In order to help monetise this clear spike in engagement, we worked with Dr Martens to make their Instagram channel tradable and help them to see a return on investment with the first ever Instagram shop. This meant Dr Martens could retain their core brand values and unique creative style on their social platforms, but also take advantage of the increased traffic by offering sales opportunities for their users.
Our integrated solution allowed Dr Martens to pull down unique SKUs from their inventory, loaded into our own interface which could then be uploaded directly to Instagram, tagged for purchase, and then finally purchased through our Laravel core.
A vital element of the brief was that everything has to be on brand and deliver the ultimate Dr Martens experience for their social users. As a result of the Instagram shop, the channel became a resounding success, and the commercialisation of Instagram was born.