UGG

Making UGG relevant again.

CHALLENGE

With an 84% awareness rate, it was fair to say that most people knew about UGG. But with a disappointing 21% for consideration, it was clear that fame wasn’t translating into desire for the product. The goal? To shift brand perception and make UGG desirable to a new generation of consumers.

INSIGHT

The die-hard UGG fans of the noughties had gone, and left behind an unfortunate stigma of ‘basic’. However, we had the opportunity to talk to a new, younger audience – socially fierce females. This audience didn’t desire brands because their products were high-quality or perfectly-crafted, they desired brands that purveyed an attitude that they could align to. This group desired validation around the UGG brand – they needed proof that UGG fit with their lifestyle and was worn by people like them.

SOLUTION

A content strategy and visual style that resonated with socially fierce females. Through collaborations, influencer partnerships and an ongoing, fashion-focused content strategy, we transformed the perception of the UGG brand online. From the events that our audience flocked to, to the people that they followed, we focussed on putting UGG at the centre of the right moments and on the feet of the right people.

Photography
Maximilian Hetherington / Andrew Woofinden

Influencers
@sophia_geiss @uzypaws @prettysickly @wantgetrepeat @felicityhayward,