The return of UGG was a school project that aimed at bringing back the 2000s “UGG Boot Craze.” My team worked on identifying branding issues and potentials, while carrying out secondary research to determine UGG’s strengths/opportunities, competitors and target audience in an effort to build a marketing campaign that serves the purpose of the project.

This IMC campaign - UGG’s Heyday - was created to deliver the premium, high-class aspect of UGG to the public. Since UGG’s target market is mainly the younger generations, the campaign has a focus on social media and collaborations with premium brands (MGM Properties, United Airlines,) mega celebrities Justin & Hailey Bieber, as well as a wide range fashion influencers.