The marketing plan aims to reposition UGG's image from a winter brand to a spring/summer brand. It has three pillars: advertising, public relations, and retailing. For advertising, it will use advertorials, out-of-home ads, commercials, and taxi TV ads promoting UGG's spring/summer collection. For public relations, it will hold a fashion show with blogger seeding and PR shooting. For retailing, it will hold a store VIP event with a celebrity store manager and implement a customer relationship management program. The overall goal is to maintain UGG's brand image while enhancing awareness of its new seasonal products.

1. 2015 S/S Marketing Plan

2. - 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
Concept
This Is UGG
Pillar 1
Advertising
- 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 2
Public Relation
Pillar 3
Retailing

3. Pillar 1
Advertising
Advertorials / Print-Ad / Out-of-home Advertisement / Commercials

4. Advertorials & Print Ad
Objective
Through 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.)
Advertorials
Focus on target products, new seasonal theme and design
introduction on newspaper and magazine (ex. VOGUE, ELLE, Marie
Claire)
Print-ads
Using key visual from Australia to convey the brand image of
premium and made-in-Australia.

5. Out-Of-Home Advertising
Objective
To massively enhance 15SS new products and
recommunicate to consumers that UGG is not only
about snow and fur winter boots.
Materials
Key product shots from head office to highlight
foreign imported and premium image.
Media
Bus
Taxi
Subway passageway
Subway in-train

6. Approach
Broadcast 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

7. Approach
Place 20” TVCM on the screen device inside the taxi in Great Taipei City
Outline
Target 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

8. Pillar 2
Public Relation
Fashion Show / PR Shooting / Product Seeding / Social Media

9. Theme
Every 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 Theme
Clock
to represent UGG moments of 24 hr.
Fashion Show- Key Idea
Visual Elements
Apply 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.

10. Fashion Show-Outline
Location
Taipei New Horizon
Utilize plants and large windows which connects
outdoor grassland to the indoor runway, creating
relax and household atmosohere.
Key Celebrity
Janet Hshieh - TV host of Travel and Living channel
Fashion blogger
To 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 Guest
Install 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

11. Fashion Show-Key Celebrity
Janet 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.

12. Objective
Maintaining media relationship and enhance product exposure.
Approach
Preparing shooting sample for media to borrow and shoot
Send 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

13. Product Seeding - Bloggers
Objective
Through blogger’s exposure and broad readers’ resonance to trigger consumers’ purchasing desire
Approach
Invite fashion bloggers to write about UGG and introduce ket products
Bloggers 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
Facebook
Followers
Instagram
Followers
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

14. Product Seeding - Celebrity
Objective
By 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.)

15. 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 Winners
Top 3 winners can get UGG’s new products for free.
Lucy Draw Event
People who participated the voting can get special giveaway.
Objective
Get close to the young consumers, reinforce consumers' impression on UGG and increase the amount of store's
walk-in customers
Approach
Create an event site for customers to upload and vote for their selfies of look with UGG shoes.

16. 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.

17. Pillar 3
Retail
Store VIP Event / CRM

18. Store VIP Event:
Celebrity Store manager
Objective
To maintain VIP customers’ brand loyalty and call for their purchase.
To increase media’s exposure on both branding and products.
Location
UGG 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

19. 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.

20. Thank You!