: Making the brand relevant to a new generation of consumers

Becoming desirable to a new generation.

UGG’s pretty famous. With 84% awareness in the UK and an average awareness of 55% across Europe, almost everyone recognises the iconic UGG boot and brand. Their problem? With an average of 21% for consideration, that fame wasn’t translating into desire for the product.

The goal? To create a social strategy that would make UGG desirable to a new generation of consumer – socially fierce females.

Owning the right moments

From the events they flocked to, to the people they followed, we focused on putting UGG at the centre of the right moments and on the feet of the right people.

Through collaborations, influencer partnerships and an ongoing, fashion-focused content strategy, we took the UGG audience on a journey at every opportunity and experienced events as they happened through a uniquely ‘UGG’ lens; something our younger audience hadn’t seen the brand do until now...

Here’s a closer look at some of the social activations we’ve brought to life...

Going BTS at Paris Fashion Week

People wouldn’t immediately associate Fashion Week with UGG, so to highlight UGG’s collaboration with Y/Project for a show at A/W 18 PFW, we took the audience to Paris and went behind the scenes in the run up to the show via Instagram Stories. From the buzz of activity in wardrobe, to the manic efficiency of make-up and rehearsals, we captured the real-time energy of a PFW show, ending with the audience in the front row of the show itself with a Live broadcast on Instagram Stories.

The results:

Instagram was flooded with fluffy sandal content – whether you were in the desert or not, by the end our audience knew exactly to how to wear the new collection, and the season kicked off with fluffy sandals as the must-haves for festival street-style.

  • 3.9 MILLION Organic Impressions
  • 624.8K Instagram story views

Gamifying the social experience

When you think of UGG, you should think of more than just the Classic Boot, and this was one of our challenges. With entire collections dedicated to trainers, sandals, boots, heels & slippers, we needed to get in front of our audience, hold their attention and create desire… so we turned it into a game. Live.

We started with the spring collection. Spring is the season that people come out to play again. Everyone’s feeling a little lighter, a little more carefree… so we put UGG at the heart of this with Spring into Spring – a social activation that featured trampolines, the new collection and a real-time competition.

Brought to life on Facebook Live, Spring into Spring was a live, gamified giveaway that connected UGG with its audience and drove desire for the collection. The mechanic was simple – we gave 30 shoes away in 30 minutes. Each minute during the 30-minute broadcast, pre-recorded footage of trampoliners doing tricks on trampolines wearing different shoes from the S/S 18 collection were released. We challenged our audience to find the name and colour of a specific shoe on the UGG website, and enter their answer in the Facebook comments. At the end of each minute, we randomly selected a winner, and they would win that very pair of shoes.

The results:

It was just the kind of high energy engagement that UGG sought to be known for, and this unexpected surprise & delight from the brand achieved positive results.

  • 100% Positive sentiment
  • 26.5K Views in 30 minutes
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The results:

With support from paid media on the day of the activation, we raised awareness and drove traffic straight to @uggineurope.

  • 359K Reach
  • 31K Engagements achieved
  • 68.3K Organic views for 23 frames of the #UGGupgrade IG story