Dr. Martens Supports Musicians with Instagram Reels Campaign #TeamUpOnTheTrack

Dr. Martens Supports Musicians with Instagram Reels Campaign #TeamUpOnTheTrack

Jan. 06, 2022

Dr. Martens has launched #TeamUpOnTheTrack, an Instagram Reels campaign that invites the Dr. Martens social audience to use their skills to create music visuals for up and coming artist, Cariss Auburn Taylor.

Created by Dr. Martens and global socially-led creative agency We Are Social, the social-first campaign encourages the Dr. Martens community to co-create visuals for a grassroots musician through Instagram’s Reels Remix feature.

The visuals will be selected by Cariss and @kidwondr, an international artist and founder of the social music enterprise, The RecordShop. The entries will be shared and collated using the campaign hashtag #TeamUpOnTheTrack, with £5000 rewarded to the winning visual. 

A paid strategy will also support the roll out of the campaign across Instagram, building awareness for the initiative and encouraging UGC submissions by driving people to the original reel, to remix and submit an entry.

The campaign is part of Dr. Martens’ Tough as You initiative that will support, fund and increase access to creative opportunities for under-represented talent, shaping the future of music culture together with progressive creatives and communities.

Sarah Wheelan, Head of Global Social Media and Communities at Dr. Martens said:

“Our audience are the experimenters, the innovators of the world. That’s why we knew that an open call to #TeamUpOnTheTrack would be the perfect way to champion this burgeoning talent. A truly collaborative project, we can’t wait to see the campaign light up on social as our community gets creative.”


Kenneth Moore, Creative Director at We Are Social said:

“With co-creation at the heart of Dr. Martens’ Tough As You platform, we wanted to produce a campaign that used social innovation to activate the brand’s community. Reels has been the perfect way to do this, using creativity to elevate Dr. Martens’ mission of supporting grassroots musicians.”

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