CASE STUDY \ FOOTWEAR LAUNCH
Street Party
The return of the limited edition Mustard Seed colorway was greeted with relish (and ketchup).
\ THE ASK
Signups &
Sell-Through
UGG® didn’t just drop its Goldenstar and Goldencoast UGGbraid Clogs in the cult-favorite Mustard Seed color—they threw a NYC street party. We paired with Gray’s Papaya, the legendary hot dog stand, to turn a shoe launch into a celebration of food, fashion, and culture.
PRELAUNCH
Building Excitement
Teaser content featuring custom-made mustard packets garnered loyalty program sign-ups pre-launch and a high email open rate amongst the engaged UGG consumer.
Campaign + Pitch assets
Channeling Summer
Social campaign content positioned UGG in a season not typically associated with shearling. The sunny images gave consumers and editors context for the warm weather Goldencoast style.
EDITORIAL BUZZ
Earned amplification
The story was picked up in various outlets from WWD lending industry credibility to TimeOut and Secret NYC driving foot traffic.
ACTIVATION
Street Party Vibes
Over two sunny days—July 4th and 5th—UGG® and Gray’s Papaya hit three hot spots: Gray’s Papaya’s iconic 72nd Street location, Domino Park in Brooklyn, and outside the UGG® Soho store.
RESULTS
The scoreboard
1,900
FREE DOGS SERVED
4.3K
REWARDS PROGRAM SIGN UPS
10K+
PAIRS SOLD ON LAUNCH DAY
Let’s make something worth remembering.
Have a brand ready to find its power? Let’s build it.