ROBYN PAGULAYAN
DR. MARTENS:
NOTHING IS MORE PUNK THAN GIVING
BACKGROUND: For my PR Writing class, I was tasked with selecting a client and creating an initiative that showcases the client's CSR while staying true to its current brand image. Throughout the 3-month quarter, I developed press materials, advertising copy, and a social media campaign.
DESCRIPTION: "Nothing Is More Punk Than Giving" is a “buy a pair, give a pair” donation initiative. For every pair of Dr. Martens shoes sold, a pair of steel-toe work boots will be donated to workers (manufacturing, industrial, construction, etc.) in need around the world. To kick off the initiative, Dr. Martens will host a two-day rock music festival featuring popular artists.
OBJECTIVE: To aid manual labor workers amidst the pandemic and connect new and existing consumers to the socially responsible values of the brand.
Media Relations
To get the word out about the initiative and upcoming festival, I wrote a news release and fact sheet with details regarding the festival and partnerships. To connect with journalists interested in publishing the story, I also wrote an email pitch to popular journalist Imogen Watson. Read these writing samples below.
Social Media Campaign:
#NothingMorePunk
The “Nothing Is More Punk Than Giving” donation campaign will be kicked off with a two-day music festival featuring many popular artists. The social media campaign will have two main parts: one part highlighting the festival itself and one part that focuses on the charity aspect of the campaign.
Read the full social media plan here.
