PR Case Study: How Saltine Communications Helped DMK Champion Women’s Empowerment Through Purpose-Driven PR
- saltinecomms
- Jul 2, 2021
- 5 min read
Purpose-driven campaigns have become increasingly important for brands looking to connect with today’s consumers. Rather than focusing solely on products, successful brands are building stronger emotional connections by supporting meaningful social causes and creating campaigns that inspire action. However, for these initiatives to make a lasting impact, they need to reach the right audiences through credible media coverage.
As DMK’s Singapore PR Agency, Saltine Communications developed a strategic PR campaign that positioned the local footwear brand as more than just a fashion retailer. By highlighting DMK’s commitment to women’s empowerment and its support for survivors of domestic violence, Saltine helped transform a product launch into a meaningful campaign that resonated with both the media and consumers.
Campaign Summary
DMK partnered with Saltine Communications to raise awareness of its #feelgoodDMK campaign while reinforcing the brand’s long-standing mission of empowering women through both fashion and social impact. Rather than promoting a new footwear collection alone, Saltine developed a media strategy centred around International Women’s Month, female empowerment and DMK’s partnership with The Star Shelter Fund. Through strategic media relations and lifestyle storytelling, the campaign generated meaningful editorial coverage while amplifying an important social message.
As Seen In
As part of the campaign, Saltine Communications secured media coverage across leading lifestyle, fashion and consumer publications, including The Straits Times, Time Out, Honeycombers, Lifestyle Collective, SG Magazine, GirlStyle and The Ladies Cue, significantly increasing awareness of DMK’s purpose-driven campaign and community initiative.
Client Background
DMK is one of Singapore’s leading fashion footwear brands, known for creating stylish yet comfortable shoes for modern women. Since entering the market more than two decades ago, the brand has built a loyal customer base by combining fashion-forward designs with everyday comfort.
Beyond footwear, DMK has consistently championed women’s confidence and wellbeing. Its #feelgoodDMK campaign reflected these values by supporting The Star Shelter Fund, which provides temporary refuge for women and children who are survivors of domestic violence.
The Challenge
Launching a new fashion collection in Singapore’s competitive retail landscape is increasingly challenging, particularly when consumers are exposed to countless product launches every day.
Saltine Communications recognised that simply promoting another footwear collection would not create meaningful media interest. Instead, the campaign needed to focus on the larger purpose behind the launch and demonstrate how the collection supported a cause that mattered to both consumers and journalists.
The objective was to position DMK as a purpose-led lifestyle brand while raising awareness of domestic violence and encouraging conversations around women’s empowerment during International Women’s Month.
Our PR Strategy
As a Singapore PR Agency specialising in lifestyle and consumer PR, Saltine Communications developed a campaign that prioritised storytelling over product promotion.
Rather than leading with the footwear collection itself, Saltine built the campaign around DMK’s commitment to supporting women through its partnership with The Star Shelter Fund. By connecting the campaign to International Women’s Month and highlighting the brand’s social impact, Saltine created a story that extended beyond fashion and into wider conversations surrounding women’s empowerment and community support.
The campaign also leveraged the participation of influential female ambassadors from different backgrounds, showcasing authentic stories of resilience, confidence and perseverance. This strengthened the campaign narrative while providing journalists with multiple editorial angles that appealed to lifestyle, fashion and mainstream media.
Media Coverage Secured
Through strategic media outreach and relationship building, Saltine Communications secured extensive coverage across Singapore’s leading fashion and lifestyle publications.
The campaign was featured in The Straits Times, Time Out, Honeycombers, Lifestyle Collective, SG Magazine, GirlStyle and The Ladies Cue, helping introduce the #feelgoodDMK campaign to a broad audience while reinforcing DMK’s commitment to empowering women through meaningful community initiatives.
The media coverage generated valuable third-party credibility while increasing awareness of both the campaign and the important cause it supported.
Campaign Results
The campaign successfully elevated DMK’s visibility beyond the fashion industry by positioning the brand within broader conversations surrounding women’s empowerment and social responsibility.
Instead of simply promoting footwear, the campaign highlighted DMK’s purpose, values and commitment to giving back to the community. This strengthened the brand’s emotional connection with consumers while generating earned media coverage that enhanced credibility and brand affinity.
Most importantly, the campaign demonstrated how purpose-driven storytelling can create greater media impact than traditional product-focused publicity.
Why This Campaign Worked
This campaign succeeded because it focused on purpose before product.
Rather than asking journalists to cover a footwear collection, Saltine Communications identified a more meaningful story centred on women’s empowerment, community support and social impact.
By connecting DMK’s campaign to International Women’s Month and its partnership with The Star Shelter Fund, Saltine created a timely and relevant narrative that naturally appealed to media outlets while strengthening the brand’s reputation.
This strategic approach allowed DMK to gain both meaningful media exposure and stronger emotional engagement with its target audience.
Why Brands Hire Saltine Communications
Consumers increasingly expect brands to stand for something beyond the products they sell. However, even the strongest purpose-driven campaigns require the right storytelling strategy to generate meaningful media attention.
Saltine Communications specialises in uncovering authentic brand stories, developing compelling media angles and securing earned media coverage that builds long-term credibility.
For DMK, this meant transforming a footwear campaign into a wider conversation about women’s empowerment, social responsibility and community impact.
This strategic approach enables brands to create media stories that resonate with journalists, consumers and stakeholders alike.
Frequently Asked Questions
How can fashion brands secure media coverage in Singapore?
Fashion brands can increase media opportunities by focusing on purpose-driven campaigns, founder stories, industry trends and community initiatives rather than relying solely on product launches.
Why is PR important for lifestyle brands?
PR helps lifestyle brands build trust, increase visibility and create stronger emotional connections with consumers through credible third-party media coverage.
What does a Singapore PR Agency do?
A Singapore PR Agency develops media strategies, creates compelling story angles, manages journalist relationships and secures earned media coverage that strengthens brand reputation.
How did Saltine Communications help DMK?
Saltine Communications positioned DMK’s #feelgoodDMK campaign around women’s empowerment and social impact, securing extensive media coverage while strengthening the brand’s reputation as a purpose-driven lifestyle company.
Why are purpose-driven campaigns effective for PR?
Purpose-driven campaigns resonate more strongly with both journalists and consumers because they connect products with meaningful social issues and authentic brand values.
About Saltine Communications
Saltine Communications is a Singapore-based PR agency specialising in media relations, thought leadership, founder profiling and guaranteed media opportunities for startups, SMEs and established brands.
The agency has secured coverage across publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, Mothership, Lianhe Zaobao and more.
Contact us to discover how strategic PR can help increase your brand visibility, credibility and media presence.Saltine Communications is a Singapore-based PR agency specialising in media relations, lifestyle PR, thought leadership and guaranteed media opportunities for startups, SMEs and established brands.
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