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Aprés UGG®

Digital Social Video

The Foundry helped UGG® establish credibility in the winter lifestyle category by encouraging Travel + Leisure readers to express themselves on and off the slopes.

Two premium articles with vibrant custom photography and two Instagram Reels shot on location in Lake Tahoe positioned UGG® as the go-to brand for those who want to make a style statement without sacrificing comfort or warmth.

Original Photography Shoppable

In “Winter Packing List: Gear Up in Style,” Travel + Leisure Associate Designer Bashel Lubarsky shared her favorite boots from the UGGextreme™ collection as well as tips for styling them in three popular alpine locations (Aspen, Colorado; Zermatt, Switzerland; and Banff, Canada). Interactive, postcard-style flipcards alongside winter-inspired photography helped immerse readers in the world of luxury mountain destinations.

The second article, “Extreme Adventure: Make Winter Your Playground With These Boots,” paired each priority UGGextreme™ boot with a cold-weather activity to align UGG® with adventurous and affluent consumers. Clickable hotspots highlighted a mix of stunning product imagery and key talking points. The majority of clicks for this article were on each boot’s individual “Shop Now” button, indicating that readers felt compelled to learn more about the styles after engaging with the content.

Our creative team shot aspirational on-model and still-life photography, using environmental backgrounds and weather elements to bring the UGGextreme™ collection to life and create abstract winter scenes inside our New York City studios.

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Two Instagram Reels, both of which exceeded engagement metrics for Travel + Leisure content, rounded out the program. In one, the Travel + Leisure audience was invited to come with us to a five-star resort in Lake Tahoe. The other Instagram Reel showed a pair of UGGextreme™ boots in action during a day of snowmobiling. These organic videos garnered 186K and 88.3K views respectively, and the campaign as a whole delivered 19.7M total impressions.