UGG AUSTRALIAWhen their style evolved they needed to reach a new target audience. We made the connections.
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.
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:
The high-level threat from copycat brands.
Operating in a highly competitive saturated marketplace.
The intense competition to reach influencers in the fashion sector.
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.
Seed the product to influencing media including celebrities and content producers.
Work with fashion editors to showcase the various product styles that they then featured in their titles.
One on one meetings with key media to showcase the brand.
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.
- Month #1 – Clippings 10% 10%
- Month #2 – Clippings 20% 20%
- Month #3 – Clippings 40% 40%
- Month #4 – Clippings 65% 65%
- Month #5 – Clippings 80% 80%
- Month #6 – Clippings 95% 95%
Take a look at our some of our other great success stories...
More great results...
Connect with us on your favourite social network. See you there!