UGG

The Challenge

UGG was set to launch its Back to Campus collection and sought to create a unique marketing buzz. Collaborating with influencer and artist Hana Tyszka, the goal was to convert her classroom daydream-themed illustrations into an engaging AR filter for Instagram, to resonate with the young, campus-bound demographic.

The Solution

• Artistic Integration: Transformed Hana Tyszka's classroom daydream-themed illustrations into an engaging AR filter pack for Instagram, blending art with digital innovation.
• Influencer Collaboration: Leveraged Hana Tyszka’s dual role as an influencer and artist to promote the AR filter, ensuring resonance with UGG’s young, academic audience.
• Design Expertise: Utilized expert AR design skills to create a filter pack that not only echoed the daydream theme but also harmoniously aligned with UGG’s Back to Campus collection.
• Targeted Appeal: Focused on appealing to a younger demographic, ensuring the filter pack was relevant and attractive to college-bound students.
• Brand Essence Alignment: Ensured the AR filters reflected UGG’s brand essence, offering a fresh, immersive experience that connected with the audience at an experiential level.

Results

The AR filter achieved remarkable success, garnering 1.1 million impressions, with a peak of 527,000 impressions in a single day. Notably, 72% of the active users were female, indicating strong engagement with the target demographic. The filter saw its highest usage in Mexico, accounting for 30% of the total engagement, showcasing its international appeal and effectiveness in connecting with a diverse audience.