September 10, 2014 Ashley Owen

What really matters to tween girls these days?

What really matters to tween girls these days?

That’s the question we’ve been asking ourselves since being awarded the social business for I Heart UGG. This new brand features shoes, slippers and boots constructed with the UGG quality and craftsmanship you’d expect, but made for girls aged 9 – 11, a far cry from the more adult audience we’re used to dealing with for the core UGG brand.

And the answer to the questions is this: their mobile phone. As we know, for many in this audience, their cell phone is their whole life, their link to the social world they’ve created, and their chance to express themselves away from the watchful eyes of mom and dad.

Working with Palisades Media, this insight has lead to the creation of a cross-platform social strategy, where tween-appropriate and COPPA-compliant content is created specifically for Instagram, Twitter, and the all-powerful cell.

One such initiative is the Aviary partnership. This campaign enabled the brand to take elements of it’s Fall and Winter line and apply them to custom photo filters, which could then be downloaded by the resident tween audience. Flowers, hearts, leopard-print and stitching – all these elements of the unique I Heart UGG designs were made available to tweens to prettify their selfies and enhance their images. Because if there’s one thing tweens love more than their mobile phones, it’s taking selfies on them.


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About the Author

Ashley Owen
Ashley Owen Ashley has a diverse Communications background that includes developing social media campaigns for a range of local fitness, healthcare, and lifestyle brands. Before coming to M&C Saatchi LA, she managed the online presence, events, and operations for TEAM TO END AIDS, an endurance events training program. She has an M.A. in Strategic Communications from the University of Southern California and a B.S. in Communications from the University of Miami.