Blog Post #4: Personalized Marketing from a Favorite Brand

UGG's recent campaign, "Feels like UGG," included me as a target audience member. During the wintertime, I'm always looking forward to purchasing new boots. UGG's footwear and apparel company emailed me about their new fall season debut. Last year, I had trouble buying a pair of UGG boots since they were out of stock due to high demand. I signed up to be notified when they would restock for the fall season.

The "Feels like UGG" campaign by UGG is the official launch of their cool-weather collection. This campaign features A$AP Nast, a creative director, rapper, and key member of A$AP Mob, an American hip-hop collective group including A$AP Rocky. Another feature of this campaign is Natalia Bryant, Kobe Bryant's daughter. UGG collaborated with them both to be included in this campaign.

I was a part of UGG's customer attributes because I have been searching for new boots. I also enjoy listening to music and watching basketball, which resonates with A$AP Nast and Natalia Bryant, hence why I may have been a part of this consumer segment and target audience. This UGG campaign emphasizes the word "self-reflection" as well as how this campaign is all about self-reflection. UGG encourages its customers to embrace their complexity, nuance, and the looks that allow them to express themselves.

Sources:

"Feels Like UGG"

"Stories by UGG"