Ugg Australia for Men is stepping up its mobile strategy with new ads and a responsive design site to reach its target audience where they are spending time and drive sales.

Mobile and social play a key role in the new integrated campaign from Ugg Australia. The For _ For Men campaign runs from September through December and includes rich media ads across Millennial Media’s network, Spotify, Facebook and Twitter.

“Consumers are mobile, and therefore so is research, shopping and content consumption,” said Nancy Mamann, vice president of marketing for Ugg Australia, Goleta, CA. “It’s critical for Ugg, and for that matter, every brand, to access our fans and potential customers where they are, rather than where we are.

“Mobile is a key driver for us within our digital strategy, and in addition to our new men’s campaign, we’ve just launched an entirely new reactive design Web site to provide a rich and easy user experience across all digital platforms, including mobile,” she said.

Ugg Australia, a division of Deckers Outdoor Corp., is a premium lifestyle brand that is available in 70 corporate-owned Ugg Australia and Ugg Australia for Men stores worldwide as well as at retailers such as Lord & Taylor, Saks Fifth Ave. and Bloomingdale’s.

Cross-channel reach
The integrated campaign will run across print, digital display, out of home, mobile and social with the goal of celebrating men who illustrate dedication, talent and passion in their day-to-day lives.

Each month of the campaign will focus on a different theme: Game changers, role models, leaders and mentors.

Digital will play a large role in the campaign, with paid pre-roll video running on CBS, Condé Nast Entertainment, Zefr and YouTube.

Ugg ads are running across Millennial Media’s network, Twitter and Facebook

Rich media ads will appear on sites such as CBS Sports, Condé Nast, ESPN and Esquire.

The print ads will run in Esquire, GQ, Complex and the Patriots Yearbook.

Out-of-home ads will focus on the New York, Los Angeles and Boston markets.

The campaign will also feature a new 60-second spot called “For Gamechangers,” featuring Ugg for Men ambassador Tom Brady. The ad chronicles Mr. Brady’s journey from high school athlete to Super Bowl-winning NFL player.

Mr. Brady will also appear in print ads.

Time to socialize
A concurrent social media contest invites consumers to nominate their friends #uggmenofcharacter on Tumblr and Instagram.

For the social media contest, the man with the most votes submitted will win a $10,0o0 grand prize.

Ugg is kicking off the contest with an event in mid-September in New York City highlighting some of the city’s men of character nominees.

Ugg worked with M&C Saatchi Los Angeles, KSL Media and 360i on the campaign.

Footwear and accessory brands are stepping into mobile and social in a bigger way to reach their customers where they are increasingly spending their time.

For example, Nike recently leveraged Instagram with a new microsite that not only lets consumers customize their own pair of sneakers, but also shop from their smartphones, tablets and desktops (see story).

The integrated campaign from Ugg for Men, as well as the Nike effort, reflects the way that consumers are increasingly engaging with brands across a variety of screens throughout their day.

“Technology and data allow us to be so nimble these days,” Ms. Mamann said.

“If we find that one format is outperforming others, we can quickly adapt and update our campaign, giving us opportunities throughout the course of the campaign to be responsive to consumer needs and wants,” she said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York