UGG Australia
Tags
Influencer Branding, Public Relations
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OBJECTIVES
- To set UGG Australia apart from its competitors in the ambiguous, cluttered Australian marketplace. Australia is the only territory to allow multiple UGG brands to exist, due to the country’s trademark laws of the UGG name.
- To launch the first UGG Australia brand stores in Australia.
- To increase quality media, blogger and influencer exposure and support for UGG Australia targeting fashion, lifestyle and travel categories.
- To raise awareness of the entire UGG Australia range beyond its classic boot, while at the same time establishing a new desire for the iconic original.
″UMM achieved editorial exposure across Australia’s premium media titles and blogs, equating to $424,577 worth of ‘dollar for dollar’ advertising space, with 169 pieces of coverage, during the 18-month period.″
- Nothing comes between Kendall Jenner and her UGGs.
STRATEGY
The UMM team decided to focus on the heritage and international qualities of the brand, telling the story of the founder of UGG Australia – an Aussie surfer who launched the brand in California, USA in the 1970’s. We also planned to reinvigorate exposure about UGG Australia’s current international success and status as a luxury fashion label globally. In tandem these were the key messages for media, bloggers and influencers.
UMM produced each brand store launch and media road show as a luxurious, yet energetic event, with a guest list of top tier VIP’s.
An assertive one on one media/blogger PR approach was adopted by the team and UMM established strong relationships between the brand and media targets within the first six months of the campaign, which allowed UGG to tell it’s story up close and personal quickly.
- Coverage highlights from Qantas (Left) and Virgin Australia (Right) Inflight Magazines.
- Home Beautiful Magazine showcasing UGG Homewares.
RESULTS
UMM achieved editorial exposure across Australia’s premium media titles and blogs, equating to $424,577 worth of “dollar for dollar” advertising space, with 169 pieces of coverage, during the 18-month period.
The targets were top tier, with consistent publicity in premium titles such as Marie Claire, Harpers Bazaar, The Daily Telegraph, Virgin Voyeur, InStyle, Cosmopolitan, Elle, Qantas Magazine, Real Living, The Today Show, Daily Mail, and RUSSH.
Each event and road show was supported by a premium guest list curated by UMM, with the main brand store launch in King Street, Sydney, securing over 200 attendees and over 150 social media posts pre, during, and post-event.
There was exponential and continuous sales growth for UGG AUSTRALIA in Sydney and Melbourne during our PR campaign term.
- Tim Dormer at the UGG King St launch.
- Tee Ofisa Toleafoa's snapshot of our PR sampling.
- Teigan Nash on the UGG King St Store white carpet.
- The F Blog AU gets cosy in the King St store.
- Demi Harman on her way to the UGG King St opening.
