Changing brand perceptions

UGG

Changing brand perceptions

Considered to be the ‘marmite’ of the fashion world, Halpern was tasked with creating a strategic ‘brand ethos’ which embraced the brand’s heritage but highlighted its fashion forward approach. Our activity focused on much more than just the ‘Classic’ and instead, highlighted the breadth and diversity of the products available, allowing us to surprise and delight the media. This resulted in us continually exceeding targets, including the best percentage of non-Classic coverage ever in the UK market. We gave men ‘permission to buy’ through targeted media engagement/education, hosted a global media launch for 30 press to announce it's partnership with Rosie Huntington-Whitely, created a large scale influencer campaign, in line with the UGG brand vision, including Karen Elson, Suki Waterhouse, Bip Ling, Jourdan Dunn and Jack Guinness and we hosted talk of the town events and activities for worldwide markets, including festival activations in Coachella, achieving features in ELLE Magazine and a six page Main Fashion shoot with UGG in Sunday Times Style.