Footwear brand UGG is launching ‘All I want is UGG…’ a social campaign which uses a Facebook Messenger bot to help people give their loved ones a personalised hint about the UGG boots they want this holiday season. The initiative was developed in collaboration with global marketing and technology agency DigitasLBi.
The ’All I want is UGG’ campaign aims to cut through the noise in peak season, and make UGG front of mind for gifting for a fashion-loving audience - and their loved ones. It will run in the UK and other key European territories including France, Belgium and Germany.
UGG has partnered with DigitasLBi and the technology platform EchoMany to develop a bot which generates personalised video content. Users interact with the bot on Facebook Messenger, inputting a photo of their loved one and details of the UGG boots they’d like to receive. The bot then creates a personalised video which they can share with a potential gift giver. Each video features a photo of the gift giver, with the message ‘This Christmas, all I want is U…’, which then gets ‘booted away’ by an UGG boot before the full message, ‘This Christmas, all I want is UGG’, is revealed. Recipients are then invited to click through to the UGG store in order to purchase the preferred boots as a gift.
The bot is supported by activity on other social channels including Instagram and Twitter, as well as outreach to fashion influencers.
Pierre Duquesnoy, Group Creative Director, DigitasLBi said:
“Using a messenger bot is a really interesting way to engage with people. The user journey is simplified, the interactions feel more natural and, as in our case, the creative output can be really fun.”
Felicity Walters, EMEA Social Media and Digital Manager, UGG added:
“UGG is a brand synonymous with the holiday season. Therefore, launching an interactive social campaign was a logical next step, delivering straight to our core consumer a personalised, light-hearted and shoppable way to share the ideal UGG gift with their loved ones. As video content is regularly shared across Facebook between parents, siblings, friends and loved ones, it was the obvious platform of choice, enabling UGG fans with an engaging way to get their gifting wishes noticed.”
DIGITAS GLOBAL BRAND PRESIDENT