UGG Australia Spring '13 Campaign

PROBLEM:

Raise awareness of the (mostly unknown) breadth and depth of the spring line among women through a platform idea that's dynamic and multi-channel. Key message: Luxurious comfort.

INSIGHT:
Spring is the key time of year for women 25-35 look for new inspiration, new hope and a fresh start.

PLATFORM IDEA:

"Let's get lost". We'll inspire her to step outside of her comfort zone without stepping out of comfort.

RESULTS:

5MM impressions // 28k interactions // priceless influential relationships // yearly Coachella on-site activation

ROLE:

Creative / Content Manager / Photographer

PHASE ONE // Show UGG products in unexpected places

Launched Pinterest platform with a contest asking fans to create a Pinterest board dedicated to a place they'd like to get lost in.

Grand prize was a trip to that destination plus 4 additional winners won UGG Australia shoes.

RESULTS:

750 Contest Entries // 456k impressions // 1k+ followers

Showcased UGG in unexpected places across Facebook & Twitter.

RESULTS:

77k interactions // 5.2MM impressions // 9.5k clicks to .com

PHASE TWO // Borrow influencer clout to showcase product on a variety of trendsetters

Getting to know a brand doesn’t always happen in an email or an office...Sometimes you need to get them lost in the world of UGG. Partnering with StyleCaster we invited 5 key influencers to a place they might not think to find these shoes... Coachella. We outfitted the influencers and many of their friends with our spring styles that they wore all weekend - to the festival and parties. They blogged, tweeted, instagrammed and fell in love with the brand.

We launched the UGG Instagram, live tweeted and live vined over the entire weekend, engaging with influencers and trendsetters and increasing awareness of the brand and products. Plus, we were able to capture over 90+ pieces of content to use throughout the rest of the season.