Bibliography:
Photo 1, 2012, UGG Australia for Men, online, available at: <http://3.bp.blogspot.com/-Z-UnVtkfafg/T3j3S4AJCUI/AAAAAAAAqIE/5Ts4kolmXFw/s1600/UGG+Men+car+billboard.jpg> [Accessed 10 April 2014].
Photo 2, 2012, UGG Australia for Men, online, available at: <http://image.rakuten.co.jp/sugarltd/cabinet/brand-banner/675-ugg-men.jpg> [Accessed 10 April 2014]
Video, UGG Australia for Men, 2013, UGG For Men, Fall 2013: For Gamechangers [video online] Available at: < [Accessed 10 April 2014]
Social Media Logos all downloaded from Google Images.
Use campaign and run through social networks
- UGG Australia never advertised in TV- respect this form
- For magazines: advertise in magazines like: Esquire, GQ, FHM, Men's Health, Playboy- hits the target audience of modern men
- "See it. Touch it. Feel it. Own it" encourages men to consider UGG products as a high-quality products
- OOH advertising- reaches men who do not read magazines; provides more broad reach.
- Interactive billboards should play short 10 seconds video of a male model doing day-to-day activities- appearing "normal"; using tagline at the end of the video.
- Use of interactive billboards and static posters e.g. on bus shelters
Advantages: greater impact and reach in urban settings
- Use of the same campaign shots as in magazine advertising
Advantages: consistent message
Photo: UGG Australia, Google Image
Message consistent with magazine ads
Prolonged exposure of campaign as opposed to a blitz style of advertising
1. Magazine Advertising: "See it. Touch it. Feel it. Own it."
2. OOH advertising
3. Media Strategy
4. Pre-Launch Testing
- To measure the effectiveness of the campaign it is necessary to test it on the target market male consumers:
Male, 21: likes the campaign and is keen to buy into the brand
Male, 30: likes that shoes are in the center of attention
Male, 25: likes that the male model isn't a celebrity
Male, 20: doesn't like UGG at all
Male, 28: still not sure about the brand, but liked the magazine "ready-to-touch" idea
Pre-launch test feedback:
possible changes
- Magazine adverts should feature a confident, middle aged male model
- Should put more emphasis on the product itself rather than on a model: highlighting the product will give more visual contrast
- Advert should be printed on thick grain paper and include small "ready-to-touch" sample of either outer layer leather, or sheep's skin leather, that UGG shoes are made of (taps into "See it. Touch it. Feel it. Own it.")
Photo 1: UGG Australia, Google Image.
- Most men liked the campaign idea
- If not liked, must reconsider brand image- mostly portrayed as female-only brand
- Might need to be altered depending on the place of broadcast
- Shots were product is emphasized, catch more attention and "the mystery men" gives an impression: "It could be me"
- Vast majority of men respond to visual images
- It also highlights male masculinity; dark lighting is used to emphasize muscles
- Shot shows: good time, relax, leisure
Masculinity & Gender Research
- A good brand will continue to get to know their consumers (Source: the big lie)
- ‘Consumers are now expecting to have a more intimate relationship with brands’ (Source: Social media trends and opportunities: Google’s tips for brands)
- Familiarizing yourself with your audience and trying to find traits that define them, benefits both sides.
- Male categorized under Alphas, Betas and Omegas
- Macho men representation: from Clint Eastwood to Arnold Schwarzenegger
- Men are becoming more metrosexual: different factors cause men to confuse their sexuality through many feminist messages
- Male representation is socially and historically determined
- Within mass media, the white male role has been historically dominant.
- Men between ages 18-34 use brands to conform to standards of their peers (Clift & White, 2011)
Masculinity & Gender Research
- Masculinity in terms of economic system: power lies within the institution, higher class men portray more masculinity
- Advertising world for men represents comfort and joy, not from the self, but through the products obtained through their hard labour
- Men are confident and like to be challenged
- Men are visual and like to test products
- Distributed through Facebook
- Average participation: 33 males
- Benefits: gained valuable insight (eg. most men think UGG is an expensive brand); 65% of participants were in 20-30s
- Disadvantage: not all men were in targeted age group.
"We know that when men are comfortable, they are confident, and that confidence is what defines the UGG man,” said Nancy Mamann, Vice President of Marketing for UGG Australia.
Secondary Research: Brand insight
- Make UGG a desirable brand for men.
"Develop creative ideas that will increase awareness among men"
- Established in California, in 1978 by Brian Smith
- Symbol of relaxed, casual and active lifestyle
- Importance of craft and use of distinctive materials
- Mostly known for female fashion
- Male line focuses on craftsmanship, comfort and quality.
- Competitors: EMU Australia, Timberland, Nike, Fakes
- Think globally: make ideas relevant to different regions
- Grab the attention of guys
- Target audience: 20-30 year old professionals, middle to upper-class consumers
- Must not alienate older customers
- Importance of materials used
- Change the perception of female dominated brand
- Desired reaction from consumers.
- First male only store opened in 2011 in New York
- Tom Brady is current ambassador (sports man)
- Successful new spot "For Gamechangers", new "For__ For Men" integrated campaign created by M&C SAATCHI; positive reviews
- Create sense of community and male diversity
- Extend target market, extend the perception of 'craftsmen'
- Familiarize ourselves with our audience and try to find what defines them
In order to do so, primary and secondary research must be conducted.
Video available on YouTube
See it. Touch it. Feel it. Own it.
MED 2020
Aleksandra Dysiewicz
11 April 2014