UGG's Tween-Targeting Mobile Campaign Nets 17 Million Views

Capitalizes on the selfie generation

In a time when most marketers are just starting to ramp up mobile investments to target millennials, UGG appears to be well ahead of the curve by targeting iPod Touch-toting tweens. And the footwear brand shared results with Adweek from a recent campaign, shedding light on what promise such a strategy may hold for marketers with younger-skewing demographics.

UGG's effort ran from July 24 to Aug. 7, while working with mobile photo-editing platform Aviary to promote a new tweens shoe line called I Heart UGG.

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