UGG

Growing a relentlessly relevant brand

Task

UGG was looking to connect with Gen-Z consumers in an ownable way. With a mix of established and emerging markets, they wanted to understand where and how to create deeper engagement to drive growth. The brand needed to show up as more assertive and compelling, inspiring consumers to be part of a community that stood for something beyond trendy footwear. This meant balancing several key challenges.

They worked with Prophet to help them reach and win over new, young customers without alienating existing ones. This meant managing the tension between making bold moves to meet the self-expression of Gen Z and maintaining the classic UGG brand for legacy customers.

After conducting internal stakeholder interviews to understand the vision and aspirations for the brand, as well as studies on consumer perception, we began developing a new global brand direction. Using market research, we identified 6 target segments and ultimately prioritized three unique segments that UGG could drive engagement with.

As the Creative Director, I provided targetable micro-communities built around passions, hobbies, and other interests for future activation. From these inputs, we worked iteratively with the UGG team to define global brand positioning and create a new Brand Voice.

Result

“FEELS LIKE UGG”

As the Creative Director, I worked beyond copywriting to help conceptualize their SS23 fashion campaign.

I created the video campaign and personally selected verge designers for collaborations and influencer campaigns. We delivered a brandbook used to rally UGG’s new strategy and activation efforts across functions and teams.

Our work aligned with the brand and its parent company, Deckers. The new campaign garnered extensive press coverage and was well-received by consumers.