The brief

To create a buzz around the opening of UGG’s UK store openings, secure brand features rather than relying on product placement and position UGG as a year-round fashion brand for men, women and children.

The solution

Creating interactive in-store events with a VIP atmosphere to pull passing traffic inside to engage them, coupled with a strategic media relations and celebrity seeding campaign.

The results

On the first day of trading the Westfield store had surpassed its sales target by midday. Over 30,000 shoppers visited the store during its first week. Customers continued to queue outside stores for several weeks post-launch. All achieved through PR alone, with no advertising support.

We achieved 112 pieces of editorial coverage, with a reach of over 167m, to support the UGG Australia store openings in Westfield London, Covent Garden and Manchester.

"This was by far our best store opening, absolutely amazing."


Connie Rishwain, president, UGG Australia