UGG AUSTRALIA

When their style evolved they needed to reach a new target audience. We made the connections.
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Executive Summary

UGG Australia is THE UGG boot. Loved by celebrities worldwide, at the forefront of design and quality, this global brand has long been loved by the Australian and international public. Over the years, their designs began to evolve from a classic style to a modern street style. The brand needed to gain traction with their target consumer over and above the brand’s activity in above the line advertising.

The Challenge

To herald the brand as the one and only original UGG boot and educate the customer regarding the difference in design, quality and brand status,  we needed to send consumers to the website and into the retail stores which were rapidly growing around Australia.

However, this was particularly difficult because of:

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The high-level threat from copycat brands.

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Operating in a highly competitive saturated marketplace.

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The intense competition to reach influencers in the fashion sector.

Our Solution

With above the line advertising losing effectiveness for the brand, we implemented a strategically targeted PR campaign to engage with key influencers so that they could drive consumer action.

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Step #1

Seed the product to influencing media including celebrities and content producers.

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Step #2

Work with fashion editors to showcase the various product styles that they then featured in their titles.

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Step #3

One on one meetings with key media to showcase the brand.

Results

Polkadot Communications was successful in securing both online and offline coverage for UGG Australia increasing brand awareness, customer engagement, website visitors, online sales and in-store sales.

Over a period of 6 months, we achieved month on month coverage for UGG Australia.

Campaign Stats

  • Month #1 – Clippings 10%
  • Month #2 – Clippings 20%
  • Month #3 – Clippings 40%
  • Month #4 – Clippings 65%
  • Month #5 – Clippings 80%
  • Month #6 – Clippings 95%

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Statistic #1

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Statistic #3

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Statistic #2

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Take a look at our some of our other great success stories...

Client Love

UGG Australia

“Polkadot Communications is a no-nonsense, down-to-business PR operation that delivers great results.

“We needed to gain traction with our target consumers over and above what we could do with advertising.

“Polkadot Communications achieved excellent results with strong product features in key media channels, as well as presenting the brand in interesting and alternative ways we would never have imagined.

“The results surpassed our expectations. I would strongly recommend Polkadot Communications to any organisation seeking a tangible public relations presence.”


Paul Karis, General Manager Brands, True Alliance, Australian importers of UGG Australia

Polkadot Communications, Public Relations, Social Media Management, Event Management, Digital Marketing
5.0
2017-07-10T13:25:16+00:00

Paul Karis, General Manager Brands, True Alliance, Australian importers of UGG Australia

UGG Logo Polkadot Communications Client PR Sydney

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

GET STARTED!

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

GET STARTED!

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