2015 S/S Marketing Plan

- To maintain the brand image of fahsion, premium, and comfortable.

- To reposition UGG's image of "winter brand" by enhancing consumers' awareness of spring and summer collection.

Marketing Objective

ConceptThis Is UGG

Pillar 1Advertising

- Advertorials(Newspaper,Magazine)

-Out-of-home Ad-Commercial (Movie, taxi)

-Press gathering-Social media

(FB, Instagram)-Celebrity seeding

-Product loan

-Store VIP event-Discount

-CRM

Pillar 2Public Relation

Pillar 3Retailing

Pillar 1 Advertising

Advertorials / Print-Ad / Out-of-home Advertisement / Commercials

Advertorials & Print Ad

ObjectiveThrough the periodical exposure on major newspapers, magazines, and online media, continuing to communicate with consumers about UGG's brand image and most importantly, to let them know UGG's spring and summer products (sandals, slippers, flats...etc.)

AdvertorialsFocus on target products, new seasonal theme and design introduction on newspaper and magazine (ex. VOGUE, ELLE, Marie Claire)

Print-adsUsing key visual from Australia to convey the brand image of premium and made-in-Australia.

Out-Of-Home Advertising

ObjectiveTo massively enhance 15SS new products and recommunicate to consumers that UGG is not only about snow and fur winter boots.

MaterialsKey product shots from head office to highlight foreign imported and premium image.

MediaBusTaxiSubway passageway Subway in-train

ApproachBroadcast 20” movie commercial at selected movie theaters in Taipei & Taichung.

Outline Target at young crowd to strengthen UGG brand awareness in Spring/Summer.Schedule the CM during the hit movie screening period to maximize the effect.(The Avengers II - 22 April, 2015 on screen)Place the CM at the movie theaters nearby the UGG stores to trigger the sales, and select halls that could accommodate 200-300 audience.

Movie Commercial

ApproachPlace 20” TVCM on the screen device inside the taxi in Great Taipei City

OutlineTarget at the taxi users to leverage the 15SS brand profile. Choose the biggest taxi company in Taiwan – Taiwan Taxi ( 台灣大車隊 ). Majority of taxi user in Taipei: 31-40yrs old (55%), women (60%), mid-high income (72%). Taiwan Taxi car numbers in great Taipei city: 9,900 cars.TVCM broadcast frequency: 8-9 spots per car per day. Total spots: 1,188,000 in 2 weeks. Total reach: 1,782,000 people in 2 weeks.

Taxi TV Commercial

Pillar 2 Public Relation

Fashion Show / PR Shooting / Product Seeding / Social Media

ThemeEvery UGG Moment

To resonate with This Is UGG campagin---the moment of gathering with friends and family, the SS15 fashion show will continue this idea, and emphasize on the Time Spend with Beloved, that is seizing every little moment with beloved ones and enjoy UGG's cozy accompany

Visulization of ThemeClockto represent UGG moments of 24 hr.

Fashion Show- Key Idea

Visual ElementsApply the idea of Clock into the show -Circle runway-Different time zone in daily life to display UGG shoes-Plastic watch or table calendar as press gift.

Fashion Show-Outline

LocationTaipei New HorizonUtilize plants and large windows which connects outdoor grassland to the indoor runway, creating relax and household atmosohere.

Key CelebrityJanet Hshieh - TV host of Travel and Living channel

Fashion bloggerTo reinforce the online exposure of event by inviting target bloggers to write about the event on blog and social media. (eg. Facebook, Instagram)

Interaction with GuestInstall large projection screen to display all guests' photo shotted at the photo-call backdrop. Display the photo immediately and transform the large screen into event decorations, showing the idea of Every UGG Moment and also perk up the atmosphere.

Janet Hshieh

Taipei New Horizon

Fashion Show-Key CelebrityJanet Hshieh

Janet (Traditional Chinese: 謝怡芬 , b. January 20, 1980) is a Taiwanese-American television personality, violinist, author, and model based in Taipei, Taiwan. She is the host of the Discovery Travel and Living Channel's long-running series Fun Taiwan. The program is currently in its 13th season and has expanded to include Fun Asia and Fun Taiwan Challenge. She has been nominated four times for the Taiwanese Golden Bell Awards as Best Host of a Travel Program, and once for Best Host of a Variety Program. Janet is not only active in travel TV program, she is also very active in fashion event and magazine shooting because of her previous experience in modeling.

ObjectiveMaintaining media relationship and enhance product exposure.

ApproachPreparing shooting sample for media to borrow and shootSend the sample shoes list and press release to target media, announcing samples are all available to borrow and use.By constant communication and good relationship with media, it is more possible to engage with celebrity and participate the thematic celebrity shooting.

PR Shooting

Product Seeding - BloggersObjectiveThrough blogger’s exposure and broad readers’ resonance to trigger consumers’ purchasing desire

ApproachInvite fashion bloggers to write about UGG and introduce ket productsBloggers re-post their articles and looks to Facebook and Instagram, increasing UGG’s exposure.Targeted exposure amount: 2~3 articles.

Suggested Blogger List

Blogger Visitors Blog Facebook FacebookFollowers

InstagramFollowers

Gina 34,286,153 http://ginalacoco.pixnet.net/blog

https://www.facebook.com/Gina.Hello 190K 40K

Nancy 21,140,384 http://ksnancy.pixnet.net/blog

https://www.facebook.com/WretchNancy 98K 17K

Winnie 13,544,439 http://wiwinnie.pixnet.net/blog

https://www.facebook.com/wiwinnie11 117K 10K

Gina Nancy Winnie

Product Seeding - CelebrityObjectiveBy gifting products to celebrity to enhance product exposure and create good relationship with celebrity.

Approach- Maintaining the relationship with celebrities whom we have cooperated with before, ensuring they continue to wear UGG and reinforce their connection with UGG.- Reach out to new celebrities in order to expand more opportunities for future cooperation (ex. fashion show, PR shooting…etc.)

Social Media Event

Upload Photo- Customers go to UGG store and try on their favorite shoes.- Take shots of their look with UGG shoes in store.- Upload to Facebook and Instagram.- Hashtag the photo and set the photo as public (#thisisugg)

Website Voting- Cooperate with Marie Claire.com to set up the website.- The website automatically capture the photo with #thisisugg and uploaders' Facebook or Instagram account.- Anyone with a Facebook account can vote for their favorite looks.

Prize for WinnersTop 3 winners can get UGG’s new products for free.

Lucy Draw EventPeople who participated the voting can get special giveaway.

ObjectiveGet close to the young consumers, reinforce consumers' impression on UGG and increase the amount of store's walk-in customers

ApproachCreate an event site for customers to upload and vote for their selfies of look with UGG shoes.

5. Top 3 winners get free UGG products.

4. Login the website with FB and “like” to vote for the candidates.

3. Photos with #thisisugg display on the voting site

#thisisugg

Social Media Event - Mechanism

2. Upload your photo to Facebook and Instagram with #thisisugg; set the photo as public

1. Go to store and take a photo in your personal outfit with UGG shoes.

Pillar 3 RetailStore VIP Event / CRM

Store VIP Event:Celebrity Store manager

ObjectiveTo maintain VIP customers’ brand loyalty and call for their purchase. To increase media’s exposure on both branding and products.

LocationUGG flagstore in Taipei 101

Approach- Invite famous star as deputy store manager, release press invitation to media.- Invite VIP customers to the store and prepare food and beverage.- Celebrity introduce seasonal new products and talks about product's features and benefits.- Interaction with guests: Set up interactive screen where guests can take selfies and send the photos immediately to their Facebook or to their friends as personal message.- Guests who took photo and shared during the event will receive QR code coupons for future purchase.- The screen can be used for store display after the event

Interactive screen

Customer-Relation-Managemet

Approach- Periodically send EDM and SMS to announce special sales or discount. - Gift small giveaways to customers who's purchase exceed certain amount (e.g. $NT10,000 = $US 330)- Update customers data routinely to get latest informations of customer's preference and behavior.

Thank You!