UGG Global and UGG EMEA have appointed ITB to develop and build a influencer and gifting programme to support the launch of their new global narrative-led content strategy ‘FEEL’ campaign to position UGG as an iconic premium footwear and lifestyle brand. ITB has been engaged to drive the talent strategy for the programme as well as deliver all talent procurement, casting, and content project management for the upcoming campaign.
To shift consideration and brand perception, ITB crafted a tailor-made influencer strategy married with expert casting to deliver a rich tapestry of talent from across Europe with a Gen-Z following who each express their own unique personality and values to highlight the brand’s bold and provocative style within the fashion community. Careful consideration and deliberation went into the casting setting out the search with meticulously thought out casting principles to ensure the talent selected could reinforce UGG’s long-standing purpose of refusing to be defined by convention.
A wide range of talent so far have joined the EMEA campaign including Sony-signed singer-songwriter Joy Crookes, Berlin-based Florist Ruby Barber from Mary Lennox, fashion influencer and style icon NYANE, upcoming pop-sensation Buck Betty, Author and Founder of Gal-Dem Liv Little, singer-songwriter L-Devine, in-demand stylist Alize Demange and German Fashion Influencer and tastemaker Caroline Daur – to name but a few! We also secured German content creator and Fashion Influencer Nina Suess to attend the UGG x KaDeWe pop up and vlog her visit and the new RTW collections and boots. Some recent organic gifting placements have included Anne Marie, Mabel, Stefflon Don, Laura Whitemore and Melissa Zerhau.
So far, the influencer programme has at present successfully reached an audience of over 15 million. Upcoming influencer content activations launching in mid-October 2020 will include interactive and educational content, helping UGG progress from global household footwear name to a global lifestyle brand.