UGG
Meena Harris + Friends for International Women’s Day
STRATEGIC COMMUNICATIONS • SOCIAL MEDIA STRATEGY • CONTENT CREATION • INFLUENCER STRATEGY • BRAND MARKETING
The Challenge
UGG sought to celebrate International Women’s Day with a campaign that would authentically communicate themes of strength, wisdom and inspiration while driving awareness of the Fluff Yeah – Green Apple, a style produced in a HERproject factory. Each purchase supported a $25 donation to HERproject, an organization dedicated to advancing health, financial inclusion and gender equality for women working in global supply chains.
Our Approach
TRN developed an integrated content, social media and press strategy centered around influential female voices. TRN secured lawyer, activist and Phenomenal founder Meena Harris as the lead ambassador, supported by Deja Foxx, Liz Plank, Thando Dlomo and Latham Thomas.
Through original content, each ambassador shared her perspective on success, the challenges she had overcome and the lessons she had learned, connecting UGG’s product and purpose to authentic personal stories.
Measuring Success
The featured Fluff Yeah – Green Apple became UGG’s #1-selling style, with more than 50% of purchasers shopping UGG for the first time, demonstrating the campaign’s ability to translate purpose-driven storytelling into broad awareness and consumer action.
211M+
EARNED MEDIA IMPRESSIONS
$1M+
EARNED MEDIA VALU
EXPERTISE
Purpose-Driven Communications ● Social Impact ● Audience Engagement ● Integrated Campaigns ● Ambassador Programs