Following the success of the new brand position and continuing
with the theme of UGG "Moments" in Fall and Spring, for Winter we designed and produced a geo-targeted weather-focused campaign featuring two influencers with global appeal: Chrissy Teigen and Jack Guinness.

THE CHALLENGE:

• Identify and engage global influencers for an increasingly international customer base, and develop narratives that resonate globally and regionally.

• Create a seasonal narrative to align and compliment the global brand campaign with a series of episodic stories for 2 brand ambassadors – cross channel.

• Create demand for existing UGG classic winter products with owners and prospects to increase sales.

THE SOLUTION:

• After researching and many potential cultural influencers and assessing their global appeal, Chrissy Teigen and Jack Guinness were selected by UGG.

  • For Chrissy, we created a series of vignettes that focused on her love of adventure, travel, and of course, food. The world didn’t yet know it, but Chrissy was a major foodie with a top-selling cookbook about to launch.

  • For Jack Guinness, the stylish English man about town, who had been labeled one of, ‘London’s most influential people’, we developed a series of stories that featured Jack exploring Iceland through its music, culture, as well as his desire to pause and reflect on the present moment.

• Bring attention to the products by developing a series of specific weather stories that focused on emotional and visceral connections, travel, music, adventure, and food, all set in the small towns and glacial landscapes along Iceland’s magical rugged coastline. Content based on four weather conditions; Rainy & Overcast, Sunny & Dry, Bone Chilling Cold, Blizzard and Snow.

• Develop and launch a robust cross-channel campaign across traditional, digital, social, and PR channels that complimented and leveraged the THIS IS UGG brand campaign.

THE RESULTS:

• Featured UGG product sold out before the short Winter season ended.

• The campaign delivered a massive increase in engagement, product adoption, advocacy, and community, garnering new fans, followers, and customers for life.

• Based on the global success of this campaign, additional influencer campaigns followed with Angela Lindvall, Rosie Huntington-Whitley, Carolyn Murphy, Hailey Bieber, and Rachel Zoe, to name a few.