Ugg appoints Lost Boys to develop pan-European social strategy
Footwear brand Ugg Australia has appointed social and content agency Lost Boys, part of the DigitasLBi family, as its social agency of record in the EMEA region.
The appointment comes as Ugg looks to change perceptions of the brand and reach a new audience.
As part of this, Lost Boys will partner with the brand to develop a pan-European social strategy and a series of initiatives, and will also create a new approach to social insight and measurement using social data tool PeoplePulse.
The first activity has launched in the form of Ugg SOS, which aims to drive engagement with the brand amongst both men and women.
For the campaign an Ugg-branded scooter will appear in selected UK cities to deliver gifts to shoppers, who need to follow the Ugg Twitter account and share the #UGGSOS hashtag and their shoe size to be in with a chance of winning.
Kelly Lopes Da Silva, marketing director, EMEA, at Ugg Australia, said: “Lost Boys’ response to our pitch brief stood out by a mile. We loved their brave creative approach, and we were also really impressed with their measurement capability."
Activity for the campaign will predominantly be on Twitter, but fans can also follow the action via the hashtag on Facebook and Instagram.
The SOS campaign will be supported by a bought media strategy and influencer engagement strategy. Following the UK launch it will roll out across other European markets later in the year.
The Lost Boys agency was revealed last week after parent company DigitasLBi rebranded its former identity MRY.