Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 29

Ugg is the brand name for an Australian company that sells big, bulky sheepskin boots. The company's marketing team wondered if it would be possible to get fashion-conscious consumers to even consider the boots. Instead of advertising to the fashion-conscious consumer, Ugg's marketing team targeted high-profile fashion influencers. They successfully contacted and convinced Kate Hudson and Sarah Jessica Parker to wear the items. Then Oprah Winfrey praised Uggs on one of her shows. At that point, the boots became fashionable, and retailers couldn't keep them in stock.53
Ugg became successful using unique alternative marketing methods. Access Ugg's Web site at www.uggaustralia.com to learn about the company's products and the company itself. Suppose Ugg wanted to initiate a buzz marketing campaign at your university and that they contacted you for marketing advice. First, they would like to recruit some brand ambassadors as advocates for their brand. Your first task, therefore, is to design a flyer to post around campus announcing that Ugg wants to hire brand ambassadors. Before you can design the flyer, you must decide on the relationship the ambassador will have with Ugg and the type of reward or payment she will receive. After you design the flyer, your second task is to design a buzz marketing program that you believe Ugg and the new brand ambassador should use on your campus.