UGG, a brand well established for its iconic boots, has launched a new apparel line. We spoke to performance agency Jellyfish and UGG sought to generate incremental brand awareness for the clothing range using programmatic OOH and mobile across urban hubs and shopping malls in London.
Seeking to engage high-end shoppers and fashion lovers, the campaign was planned and executed with Sage+Archer DSP, and with research provided by JCDecaux UK. Location measurement analysis focused on Westfield London, and the consumers known to have visited the mall during the campaign promotion, and those that did not.
Brand awareness is already high for UGG but remarkably the study demonstrated a further 32% uptick in awareness driven by the advertising screens of the OOH campaign. Significantly, purchase consideration also rose 7%, with a shift in intent and loyalty towards the UGG brand over major competitors.
Effectively applying the real-time capabilities of programmatic buying Jellyfish were able to optimise the campaign to higher footfall times of day and sites indexing higher against the UGG target audience. Meeting the primary objective of driving awareness for a new product range, the OOH activity demonstrated an outstanding 60% increase in awareness of association with the clothing lines.
Sophie Weir, Client Partner at Jellyfish stated “We are delighted to have delivered such a positive and progressive campaign for UGG. Sage+Archer automated and simplified the planning and execution, and this study clearly proves the value of OOH as central to our marketing strategy. Invaluable insight as we prepare for the crucial Christmas activity ahead and ensuring a successful retail campaign”.
Dom Kozak, Head of Programmatic at JCDecaux UK added “This campaign underlines the power of programmatic Out-of-Home to respond in real-time to variables such as footfall – providing clients and their agencies with the ability to access and upweight locations that reach the right audience for their brand. This campaign achieved an additional 32% in awareness for UGG, with purchase consideration rising by 7% showing how the new digital capabilities of Out-of-Home (including programmatic), are enabling agile and responsive campaigns that drive brand metrics.”