Ugg has become the latest brand to launch a custom Snapchat lens, doing so to celebrate the start of the new season.
Available for 24-hours on the app worldwide, it features a tumble of autumnal leaves, earmuffs and mini Ugg boots that appear when the user opens their mouth. At the top of the image is the line: “Finally Ugg season”.
“We’re the reason for the season,” the brand otherwise writes in a promotional post about the initiative. It’s using the hashtag #Uggseason to promote it.
The sponsored move ties to the second installment of the brand’s digital campaign featuring model Rosie Huntington-Whiteley. She features in a short video called “Rosie’s Everyday Survival” highlighting various different ways to wear Uggs with her autumn wardrobe.
With the Snapchat campaign, Ugg follows in the footsteps of brands including L’Oréal Paris and Benefit Cosmetics. According to AdWeek, they can cost anywhere in the region of $450,000 to $750,000 for big-ticket days like holidays or events.
Sponsored Snapchat lenses are reportedly played with for 20 seconds on average, (though I spent significantly longer as you can tell from the pictures above). One from Gatorade in the US was reportedly used 165 million times in two days.
We’ve also seen innovative uses of the platform by retailers of late, including River Island in the UK and Ann Taylor Loft in the US. On top of that, New York designer Misha Nonoo used the platform to showcase a “live lookbook” during fashion week.