“#This Is UGG, Feels Like Nothing Else, was a 360 global campaign celebrating life’s small moments, the biggest moments. The stories were based on 15 groups, focusing on emotional connections, authentic relationships, and the love, luxury, and comfort of UGG’s brand DNA between friends, families, and artists. Guides were created for global distribution and over 1,000 pieces of content were created for a fall launch.”
HDF.LA was awarded the massive global rebranding of the UGG brand after working with and growing with the company from a $20M to a $1.6B company and I was brought on to help lead the effort across platforms. The challenges were to create an overarching brand narrative, help differentiate and elevate UGG from other sheepskin brands, to celebrate the emotional connection of UGG fans and the brands core DNA while crafting content and messaging for the brand’s global and regional markets, while staying true to the brand’s Californian roots.
Product sell-through and engagement exceeded expectations and created brand heat. We created #ThisIsUgg which unified product and brand stories and continues to be in use by the brand and in social. A comprehensive strategy was developed for A, B, C testing in paid media that resulted in a fluid and responsive media plan. My team produced over 1,047 pieces of content and assets on a tight turn around which rolled out in 12 countries, over 32 publishers, generating over 150,00 YouTube views. Our Millennial Media tablet lookbook was one of the most successful placements for the publisher to-date.
