Case Study

UGG Australia King St Launch

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Iconic global brand UGG AUSTRALIA appointed UMM as its Australian PR Agency in August. At this time, it was announced UMM would play an intrinsic role in launching the brand’s largest Sydney flagship retail space in the Sydney Arcade, King St, Sydney. The event would coincide with the introduction of UGG AUSTRALIA’s Home (soft furnishings) and Lounge (apparel) collections.

″The event was an unqualified success, with almost 200 media, VIPs, and celebrities in attendance.″

The VIP Gift Box sent out to 20 hand-picked media and influencers.
The VIP Gift Box sent out to 20 hand-picked media and influencers.
Optimised EDM invite.
The tablet and mobile optimised EDM invite.


All elements of the experience were taken into account: catering, entertainment, styling, invites, gifting, and event execution.

UMM crafted two beautiful EDM invites – official invite and reminder – that aligned in tone and aesthetic with UGG AUSTRALIA’s newest global campaign (“This Is UGG”).

To capture the attention of key media and celebrities, UMM asked invitees for their shoe sizes upon RSVP (for collection on the evening). To ensure attendance from our top tier of 20 hand-picked media and influencers, UMM conceptualised a novel gifting tactic: one Classic UGG Australia Boot was sent to the VIP in a customised box, with a note cheekily advising guests they could collect the second half of the gift – the other boot – at the launch.

UMM selected popular DJ act The Faders to play at the event, organised all equipment required, and facilitated the bump in and out of this element.


Pre-event, the custom VIP boxes resulted in the desired traction, with recipients posting photos (with #UGGAUSTRALIA hashtags) on their Instagram accounts, sparking interest and engagement.

The event was an unqualified success, with almost 200 media, VIPs, and celebrities in attendance. This success can be attributed to UMM’s exclusive contacts, unique sampling/invite concept, and the positioning and magnetism of the UGG AUSTRALIA brand. UMM hosted media and VIPs all evening, acquainting them with the brand, its history, and its client representatives.

Celebrities who attended included: Tim Dormer of Big Brother; Demi Harman & Philippa Northeast of Home & Away; singer Brock Jays of What About Tonight/The X-Factor; Jye Emdur (model/socialite), Olympic Swimmer Leisel Jones, radio and TV personality Sam Mac, Tee Ofisa Toleafoa of The X-Factor, and Teigan Nash of Saturday Disney.

Media titles that attended included: Vogue Living, Oyster, Cleo, Dolly, Real Living, Home Beautiful, The Sydney Morning Herald, Voyeur, Women’s Health, Renegade Collective, Where Magazine, InStyle, Inside Out, and Men’s Fitness.

Popular bloggers that attended included: Interiors Addict, Man Of Many, Rogue Homme, Piez Loves, Styled Levi, The F.

UMM locked 27 pieces of coverage and over 150 social media posts relating to the event. Coverage included editorial regarding the store opening, product, and appearances in social pages (online & print and blog posts), along with a variety of Instagram, Facebook, and Twitter posts.