Dr. Martens harnesses the power of programmatic to give the boot to its biggest competitor

Client: Dr. Martens

When Dr. Martens, known for being rite-of-passage break-in boots, brought out a soft suede, no laces comfort range called Zebzag we had to compete with leading global comfort footwear brands. We overcame a limiting data set by tapping into MiQ’s newly launched AI-powered technology, Sigma, to create postcode battlegrounds across the UK where we overlaid high Dr. Martens purchase intent with high competitor sales. For the first time, we could see where we were losing ground, where we had the opportunity to win it back, and by layering in enriched audience insight we could become the new, comfort choice.

We went toe-to-toe to even out our competitor's once dominant transaction share. Not only were these significant results without breaking the bank, we demonstrated the true power of programmatic which is now being further rolled out across key EMEA France, Italy and Spanish markets.