Industry
Retail
Challenge
Launching a new collection in a crowded retail landscape takes more than visibility, it takes relevance. UGG needed a way to introduce its Rain-or-Shine line that would not only reach consumers, but connect with them in moments when weather and location made the message most powerful.
Results
The campaign redefined how and when UGG connected with shoppers. From weather-triggered creative to hyper-local proximity and omnichannel retargeting, the approach translated cultural relevance into tangible brand impact, proving that precision at scale can shift consumer behavior.
Key Product
Demand-Side Platform (DSP), Weather triggers
Style made for every forecast
Why follow trends when you can set them? UGG, in collaboration with Jellyfish and Vistar Media, introduced a month-long, innovative digital out-of-home (DOOH) campaign. The objective was clear: enhance awareness, consideration and purchase intent for the new rain-or-shine collection.
Executing with precision
Harnessing Vistar Media's programmatic technology, the DOOH campaign unfolded across diverse venues — from taxis and rideshares to urban panels and billboards — spanning nine distinct media owner networks.
Journey to success
-> NYC amplification
Prioritizing precision, UGG enhanced its DOOH messaging through proximity targeting, engaging consumers within a mile of its flagship store in the vibrant heart of New York City.
-> Weather triggers
Leveraging Vistar's collaboration with The Weather Company, weather-triggered messaging became a secret weapon, ensuring DOOH media appeared timely on screens when local forecasts hinted at rain.
-> Creative strategy
UGG elevated the narrative by featuring renowned award-winning celebrities in a series of high-impact DOOH creatives.
-> Device ID passback
Using Vistar's device ID passback solution, UGG identified consumers exposed to the DOOH campaign, retargeting them across additional media channels using DV360, our omnichannel DSP.
"Partnering with Vistar Media on our digital out-of-home efforts allowed us to leverage both location and weather-based targeting—ensuring that our Rain campaign was seen by our target audience when they were more likely to be in-market for rain products. We were very pleased to see not only a lift in awareness but also lift in consideration and purchase intent."
Michelle Hernandez,
Director of Omni Digital Marketing, UGG
Powerful results
UGG and Vistar conducted a measurement study to evaluate the impact of the DOOH campaign:
- +7% lift in awareness
- +6% lift in consideration
- +6% lift in purchase intent
This success extends to the campaign's recognition as a finalist for The Drum Awards for Marketing 2022, highlighting its innovative impact in the retail marketing landscape.
