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."