Dr. Martens harnesses MiQ Sigma to give the boot to the competition

Not your average opportunity

Dr. Martens wanted Zebzag to do more than launch a new range - it needed to make the brand a go-to choice for everyday wear, while retaining the boldness and distinctiveness that made it iconic.

That meant entering a comfort-led space traditionally dominated by established players, with a clear ambition to take share from top competitors and win over new audiences.

Working with Arena Media, MiQ used Sigma, our AI-powered advertising technology, to combine audience intelligence, sales data and geographic insights and pinpoint the strongest growth opportunities. We then activated a dynamic campaign across display, streamed video and social boost to shift perception and drive measurable business impact for Dr Martens in the UK.

Not your average solutions

MiQ Sigma was central to the strategy, turning a complex competitive challenge into an AI-powered growth engine built to identify where to compete, who to reach and how to drive preference.

Audience intelligence
Through Sigma's Gen-AI personas, we built high‑value bespoke Dr. Martens audiences by unifying signals from UK banking, credit‑card, point-of-sale and competitor sales datasets into a single, actionable consumer view.

Postcode precision
We blended audience intelligence, sales data and geographical insights into a granular postcode heatmap, revealing the highest-value battlegrounds and showing exactly where media should work harder - and where it should pull back.

Geo-intelligent planning
Sigma’s geo-intelligent models uncovered growth beyond traditional city strongholds, recalibrating the plan toward outer-city and regional postcodes where there was greater headroom to win.

Dynamic relevance
Content consumption, browsing behaviour and retail purchase signals were connected back into Dr. Martens’ personas, dynamically aligning creative, product and messaging to the audiences most likely to respond.

Omnichannel delivery
We activated across display, streamed video and social boost, using Sigma’s AI decisioning and real-time optimisation to turn planning and activation into a closed-loop programmatic engine built for measurable business impact.

Verified measurement
We measured incremental transactions using transaction-level consumer debit and credit card data, giving Dr. Martens a clear view of the sales lift the campaign delivered over and above business-as-usual performance.

Not your average outcomes

• +9% Market share shift to Dr. Martens away from the competition
• 15% Transaction share shift to Dr Martens away from the competition
• +43% Lift in Dr. Martens sales throughout the campaign duration
• +45% Increase in revenue versus pre-campaign levels