Uber influencer, millennial, model, and California native, Hailey Baldwin was engaged to launch and celebrate the debut of UGG’s Classic Street Collection.
To create awareness and inspiration for millennials to incorporate UGG’s Classic Street Collection into their style acumen
To create a shared brand story for UGG’s Classic Street line, Hailey Baldwin, and California heritage, while strategically leveraging her 10M followers
Hailey was chosen for the brand because of her cool effortless style and sensibility which perfectly embodied the new Street Collection. So, with a knowing nod to the 90s we situated our story in Venice with a nod to skating, surfing, basketball and low riders, we directed a brand film where Hailey languidly sits in the back of a low rider blowing kisses, rides a lowrider bike from scene to scene, free flowing and mobilized, until ultimately she rides off into the sunset in her UGGs.
In a one day shoot we created 2 videos, campaign imagery and interview content for use by multiple publishers, brand partners, UGGs global PR team and ultimately due to it’s success and resonance was utilized by the global marketing team
The campaign generated over 4.5MM unique monthly visits, 550k Instagram likes, 1.2MM Instagram views, and $1.75MM in ad value
Consumer awareness and UGG styling opportunities and combinations grew (the number one UGG search query is ‘What do I wear UGGs with?’
The campaign has been featured online by Glamour, Teen Vogue, InStyle, Who What Wear, Vogue, Daily Mail UK, The Zoe Report, Us Magazine, Popsugar, People, StyleBistro, New York Times, and Bloomberg to mention a few.