Winter & Fall Campaigns

Geo-Targeted Global Influencer Campaign

• To identify and engage global influencers for an increasingly international customer base, and develop global narratives that resonate regionally as well
• To manage and negotiate the engagement of high level models/influencers for use across a global campaign that includes social content and publishing
• To create demand for several of UGG existing classic winter products
• To create a seasonal narrative to align with the global brand campaign, while shifting from 15 individual stories to episodic stories for 2 brand ambassadors
• To scout, plan, and manage an international shoot remotely with an international cast and crew

• After researching and circling around many potential cultural influencers and assessing their global appeal, Chrissy Teigen and Jack Guinness were selected by UGG. We created a series of vignettes for Chrissy that focused on her love of adventure, travel, and ultimately food. The world didn’t yet know it, but Chrissy was a major foodie with a top-selling cookbook about to launch.


• For Jack Guinness, the stylish English man about town, who was equally known for his DJing, modeling, his charming personality, and who had been labeled one of, ‘London’s most influential people’, we developed a series of stories that featured Jack exploring Iceland through it’s music, culture, as well as his desire to pause and reflect on the present moment.


• HDF developed weather stories across traditional, digital, social, and PR, that focused on emotional and visceral connections, travel, music, adventure, and of course food, all set in the small towns and glacial landscapes along Iceland’s magical rugged coastline. These locations and weather conditions satisfied the major campaign initiative to serve up targeted content across a massive paid digital campaign that was geo-targeted based on four weather conditions; Rainy & Overcast, Sunny & Dry, Bone Chilling Cold, Blizzard and Snow.

• The campaign’s success exceeded expectations in engagement and sell through
• Featured UGG product sold out before the short Winter season ended
• Engagement was massive with 148,980 youtube views, 3,251 Instagram comments, and 312,981 Instagram Likes