UGG Australia Appoints Lost Boys as Social Agency of Record

Social and content agency Lost Boys, part of the DigitasLBi family, has been named as social agency of record for footwear brand UGG Australia in the EMEA region.

Lost Boys will partner with UGG Australia in the EMEA to develop a pan-European social strategy and a series of initiatives aimed at changing perceptions of UGG and reaching new audiences. Lost Boys will also work with UGG to develop a new approach to social insight and measurement using the proprietary social data tool PeoplePulse.

The first activity to launch following the appointment will be an initiative called UGG SOS, which aims to drive engagement with the UGG Australia brand amongst men as well as women. A special UGG-branded scooter will be on hand in selected UK cities to deliver gifts and other delights to shoppers with sore feet, or a style drama. For a chance to win, shoppers needs to follow @UGGUK on Twitter and share their #UGGSOS moment and shoe size. Activity will predominantly be on Twitter, but UGG fans can also follow the action via the #UGGSOS hashtag on Facebook and Instagram.

The UGG SOS campaign will be supported by a bought media strategy and influencer engagement strategy. It launches in the UK this week and will roll out across other European markets later this year.

Kelly Lopes Da Silva, Marketing Director, EMEA, at UGG Australia, said: “Lost Boys’ response to our pitch brief stood out by a mile. We loved their brave creative approach, and we were also really impressed with their measurement capability. We’re really excited to be launching our first activity with them, and we look forward to working together to grow our social presence across the EMEA and reach new audiences.”

Nadya Powell, Managing Director, UK, Lost Boys, said: “We just love partnering with clients who want to be brave and create work that people care about, which is why we’re so pleased to be working with UGG. We can’t wait to see our first activity launching this week. Watch out for the UGG scooter in a city near you!”