WORK
ugg
As a prominent brand in the footwear industry, UGG wanted to engage its audience with its sustainability journey, updating them on progress against targets, as well as storytelling around product innovations and impactful environmental and social initiatives. Key goals were to bring value to the customer experience, establish trust, and transmit shared values among customers and a wider audience.
Through a materiality assessment and peer benchmarking, Eco-Age identified priority sustainability topics for improvement, as well as those in which UGG was already addressing effectively.
This resulted in the development of a holistic strategy, FEEL GOOD (which took into consideration both UGG and its parent company Deckers Brands), to ensure a consistent and robust approach.
Eco-Age also launched the UGG FEEL GOOD microsite, a platform where UGG can engage its customers on its sustainability initiatives, provide more in-depth information on product and material innovation, and share its progress in reaching sustainability targets.
Alongside managing the site creation, this involved planning content, engaging and managing copywriters, conducting interviews with talent and experts, managing translations into French, German, Chinese and Japanese, and uploading articles to the microsite.
Eco-Age developed and published 53 articles over three years, covering the key areas of environment, community, and innovation. These comprehensive articles included visual elements like bespoke photography and animation, with Eco-Age taking responsibility for the creation of all design assets.
The microsite has now been integrated into the larger UGG.com website and stands as the main source of information and inspiration for customers wanting to learn more about UGG’s journey towards a regenerative world.
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