Dr. Martens x Betty Boop collab launch
📅 2022
✏️ Image retouch, Graphic Design, Marketing design
👥 1 Brand & PR Director, 1 CRM, 1 SMM, 1 Copy Writer. Limited assets provided by brand.
⚠️ DISCLAIMER: original product photography and lifestyle imagery by Dr. Martens and Betty Boop, I do not own nor claim to own the rights.
Brief and challenge
Dr. Martens is launching a limited collection in collaboration with Betty Boop, the famous American cartoon character from the Thirties.
The Buying team has made me and the Marketing team aware that the collection is available only in small amounts, as it caters to quite a niche market compared to Tower’s usual target audience.
Because of the double-branded collaboration, as it’s normal in these cases, there’s a strict copyright around the image usage: I am only allowed to use assets that are provided by the brand, and the team can’t shoot lifestyle photography for this launch in-house.
The challenge
To combine the cartoon images and the e-commerce product photography provided by the brand in a Tower-like manner, so that the branded launch is perceived as a real part of Tower’s offering.
To add elements that are part of Tower’s visual vocabulary, without changing the brand’s assets’ nature to avoid copyright infringements.
To produce consistent assets for both email and the social media communications, so that the campaign is recognised as one by customers across channels.
marker scribbles
ripped paper edges
colour vs B&W
micro pattern
slight grain
EMAIL MARKETING
CONVERSIONS
2x
as many as the first email send-out
SOCIAL MEDIA
LIKES
2x
as much as the second-best post on week of posting.
Results
Email marketing
While limited edition launches usually perform only on the first email issue, this time around the second send-out was more successful, due to a more curated graphic intervention. The second email featured close-up product imagery more heavily, and a more in-depth description of each product.
As both emails followed the same content structure (intro + 3 CTAs), it’s no surprise they both scored a good click rate, in line with more popular marketing messages (new arrivals). However, the second send-out attracted twice as many orders as the first.
Social media
While a giveaway was in place that week, and therefore outperformed any other content posted around that time, this launch was second only to that post.
Reach: 2500+ (week average, excl. giveaway: around 800)
Likes: 100+ (week average, excl. giveaway: around 30)
