In a new integrated campaign, UGG is paying homage to its “heritage, the love for the brand.” The campaign includes OOH, digital display, social, mobile, PR and original content. In addition, the UGG Australia website will feature a dedicated classic section highlighting spring ad images, social integration, video features and dedicated e-blasts.
UGG is launching digital media on Facebook, Daily Candy, Conde Nast, Glam Media, New York Times, Refinery 29, Racked, Pop Sugar Media, Sartorialist, Say Media, Fulcrum 5 and Millennial Media. The social media portion will include Instagram, Pinterest, Polyvore, Facebook and OOH running in New York, Los Angeles, Chicago, San Francisco and Las Vegas.
According to UGG, the campaign sets out to validate the affinity that consumers have for footwear and that “UGG remains best in class in a category built from one single boot.”
With thirteen consecutive years of double-digit growth in volume, UGG has grown from $10 million to more than $1 billion in sales.