Deckers Brands, the company behind the UGG Australia boots, has tasked iCrossing with a brief to attract what it calls a “new breed of consumer” through search-powered content.
The pan-European account spans five different languages for the UGG Australia, Teva and Hoka One One brands, fuelling the company’s expansion efforts.
What this means, is that the agency will need to come up with a “brand defence” strategy heavily dependent on data and insight to inform creative content campaigns. And those new customers pulled to Deckers' brands as a result will be developed into advocates over time.
On the flipside, the company’s search aims will spread to more specific audience groups. On-site content will be retooled to appeal to these smaller audiences as well as longer tail keyword strategies to up the visibility of more specific non-brand keywords. The paid side of the account will also be switched to help sharpen the company’s online targeting that will work with the organic search side to take its brands to social influencers.
In the long-term, Deckers wants to use search and the insights from those related platforms across all its marketing. iCrossing will work more closely with PR, brand and social teams to bake the discpline into those respective campaigns – the belief being that if you are not getting search equity from all your marketing activity then you are not getting the most out of your marketing budget.
Deckers has been working with iCrossing since 2011 and the expanded relationship will continue the collaborative test and learn approach both have developed. It’s seen the footwear maker take a more progressive approach to search, especially with PPC, that’s seen it try and exploit how consumers behave outside of key times. Things Deckers claimed have worked really well include basket abandoner campaigns, refining the sites it advertises on via Google’s Display Network, rotating and optimising ad copy to better understand key motivators to purchase, adding review extensions to increase real estate on mobile especially and the roll out of a new bid management platform.