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Challenge
UGG wanted to engage Gen Z audiences across Instagram and TikTok with content that reflected the emotional comfort and stylish practicality of their AW22 collection. The goal was to shift the brand’s winter wear positioning from just functional to mood-enhancing without feeling overly polished or traditional.They needed a content series that was authentic, creator-led, and built to perform organically on social platforms.
What We Did
We partnered directly with UGG to produce a 10-part vertical video series built around the concept of “Mood Boosters” joyful, style-led moments designed to uplift and inspire. Working with selected creators, including @krystaxl, our team managed the entire production cycle: creative direction, shoot execution, and optimisation for TikTok and Instagram Reels.
Each video was filmed with an emphasis on movement, confidence, and seasonally relevant styling—ensuring the UGG product range remained at the centre while still letting the creator’s personality shine through.
Results
10 original videos delivered across TikTok and Instagram.
Combined reach: 620,000+ views.
Average engagement rate: 4.8%
Top-performing video: “Cold-Weather Confidence” hit over 180,000 views on Instagram Reels.
The Mood Booster series gave UGG a refreshing visual identity for the season, merging comfort with confidence in a way that felt socially native and emotionally relevant.
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