Company

Dr. Martens is a British footwear and accessories brand founded in 1947, best known for its distinctive boots, durable construction and bold, utilitarian design. Created as practical workwear, Dr. Martens became a cultural symbol adopted by youth subcultures, musicians and creatives from the 1960s onward.

Today, Dr Martens operates globally and has one of the most active fan communities in fashion. Creators, subculture icons and loyal customers across the UK, US, Japan and Korea constantly produce product-led, identity-driven content on Instagram, TikTok and beyond. The raw material for powerful brand marketing already existed. The problem was where it lived.

Challenge

Dr. Martens’ community was creating content at scale, but all of it sat on platforms the brand didn’t own. This created a few specific problems:

• Creator and fan content performed once in a feed and disappeared, with no way to extend its value or reuse it

• Performance data was surface-level and inconsistent across platforms, making it impossible to understand what content actually drove discovery or purchase intent

• There was no owned destination where community content could be collected, explored, and measured in one place

• Content couldn’t be compared across markets, so Dr. Martens had no visibility into what resonated in the UK versus Japan versus the US

Dr. Martens could see their community was engaged, but had no way to connect that engagement to product discovery or purchase.

Solution

Dr. Martens partnered with Amondo to bring creator and fan content off social and into an owned, branded experience on their website. This Gallery of content was deployed globally across the UK, US, Japan and Korea.

Building a global content experience around the 1461 product launch

The Amondo-powered Gallery was built around Dr. Martens’ launch of the 1461 shoe, bringing creator and fan content off social and into one place on the brand’s own site. Audiences could browse the content the way Dr. Martens wanted it seen, and the brand could see exactly how people interacted with it: which styles posts attention, which markets engaged differently, and what content led people to engage deeper.

Collecting rights-cleared community content at scale

Click-Through Tiles invited audiences to share their own Dr. Martens stories, linking directly to a submission form where fans could upload content and grant usage rights in one step. This turned the Gallery from a content experience into a content engine, with Dr. Martens collecting rights-cleared community content they could reuse across future campaigns and channels.

Driving deeper engagement with the iconic 1461

Dr. Martens also used an Amondo Quiz Tile built around the 1461, one of the brand’s most iconic silhouettes. The quiz gave fans a reason to stay longer and interact beyond browsing, increasing dwell time on the page and deepening engagement with the experience. Rather than scrolling through and leaving, audiences had a reason to stop, think and participate.

Results

The Amondo-powered experience turned community content into measurable, global brand performance:

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• 330,000 content impressions across the owned experience

• 137% increase in page views, showing strong movement from content exploration into product discovery

• Click-through rates 3x higher than benchmarks, driving fans from content exploration into submitting their own stories

• First-party behavioural insight into what content resonated across UK, US, Japan and Korea

Content that used to perform once in a feed and disappear now sits in a system Dr. Martens owns and measures. Every activation builds on the last, fed by fresh, rights-cleared content from the community.

“We love working with Amondo. Their platform makes it easy to bring our brand and community content together, connect with our audience in engaging ways and show the real value of our sponsorships. The team are a joy to work with and I'd recommend them to anyone.”

Harry Mason

Global Marketing, Dr. Martens