I Heart Ugg Launches Tween Line with Mobile Photo Editor Aviary
Meghan Young — July 25, 2014 — Fashion
References: iheartugg
I Heart Ugg is a new brand of fashion from UGG Australia for tween girls launching with a singular social media footwear campaign. A perfect outlet to attract these young consumers, the label has teamed up with mobile photo editor Aviary to offer a limited edition collection of youthful filters for selfies and other photos.
This social media footwear campaign is embracing not only the tech-savvy interests of its targeted demographic, but also a word-of-mouth platform that is sure to generate more eyeballs than more traditional advertising methods. Nancy Mamann, VP of Global Marketing for UGG Australia, says, "We are excited to give fans such an innovative medium to express themselves. The effects of the app clearly mirror the aesthetic of the line: spirited, fresh and playful."
This social media footwear campaign is embracing not only the tech-savvy interests of its targeted demographic, but also a word-of-mouth platform that is sure to generate more eyeballs than more traditional advertising methods. Nancy Mamann, VP of Global Marketing for UGG Australia, says, "We are excited to give fans such an innovative medium to express themselves. The effects of the app clearly mirror the aesthetic of the line: spirited, fresh and playful."
Trend Themes
1. Mobile Photo Editor Partnerships - Fashion brands can collaborate with mobile photo editor companies to create interactive social media campaigns, highlighting products and attracting a targeted market of tech-savvy consumers.
2. Word-of-mouth Social Media Advertising - By using social media to create a buzz about new products, brands can attract more attention from a targeted demographic than traditional advertising methods.
3. Interactive Social Media Campaigns - Offering limited edition effects or filters through a mobile app can create a fun and engaging experience for targeted consumers, while promoting a new product or line.
Industry Implications
1. Fashion Industry - Fashion brands can partner with mobile photo editor companies to create innovative social media campaigns that promote new clothing and footwear lines, specifically targeting younger tech-savvy audiences.
2. Social Media Industry - Mobile photo editor companies like Aviary can offer new and interactive features to their users through strategic partnerships with fashion brands looking to promote their products through social media advertising campaigns.
3. Footwear Industry - The footwear industry can embrace social media campaigns with targeted, limited edition photo filters and interactive features to promote new lines and attract younger tech-savvy consumers.
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