UGG boots up Facebook Messenger for festive social media campaign

By John Glenday | Reporter

November 21, 2016 | 2 min read

US footwear firm UGG is getting into the festive spirit by delivering personalised video messages using Facebook Messenger, in which prospective fashionistas communicate their Christmas wish lists to contacts.

‘All I want is Ugg…’ allows anyone who desires some fresh footwear this Christmas to flag their desires to family and friends by way of a personalised nudge to loved ones, intimating what shoes they would most like to see under their tree.

Anyone can participate in the campaign by uploading a photo of their nearest and dearest alongside details of the UGG boots they covet. A Facebook Messenger bot will then create a personalized video to be shared with the target.

The lucky recipient will receive the message ‘This Christmas, all I want is U…’ which swiftly gets the boot in favour of the communications true meaning with ‘This Christmas, all I want is UGG’ - which contains a link to the footwear in question.

Pierre Duquesnoy, group creative director, DigitasLBi said: “Using a messenger bot is a really interesting way to engage with people. The user journey is simplified, the interactions feel more natural and, as in our case, the creative output can be really fun.”

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Felicity Walters, EMEA social media and digital manager, UGG added: “UGG is a brand synonymous with the holiday season. Therefore, launching an interactive social campaign was a logical next step, delivering straight to our core consumer a personalised, light-hearted and shoppable way to share the ideal UGG gift with their loved ones.”

The campaign dovetails with supportive promotional activity on Instagram and Twitter as well as outreach to fashion influencers.

Bots have become an increasingly important tool for marketers with Ogilvy going so far as to set up a dedicated chatbot team to go after Facebook's 900 million active Messenger users every month.


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