It’s no easy task for retailers to dominate Black Friday sales but that’s exactly what iCrossing had in mind for UGG for the 2015 Holiday Season. The tough challenge translated into some demanding campaign objectives. To succeed, the iCrossing team was to achieve:
  • 40% increase in revenue Year-on-Year
  • Position 1 for the term ‘Black Friday’


Our insights showed that customers who had previously purchased from the ‘classic UGG range’ were most likely to buy again just a year after their first purchase. This insight was gold dust for our campaign and meant there was a major opportunity to re-engage with these customers.
The first part of the strategy was getting the natural and paid search channels working together and assisting each other, ensuring the paid channel was able to perform efficiently in a highly competitive marketplace where Cost per Click was high.
We then focused on understanding the purchasing behaviour and paths of the existing customer base. Armed with this insight we implemented innovative, personalised search tactics and tools, including Google’s Customer Match and Countdown Ads, to get them to buy again.


  • 77% increase in revenue Year-on-Year
  • Position 1 in Google for the term “Black Friday”
“iCrossing feel like an extension of our business, we are so grateful for the hard work and dedication that the team put into supporting Black Friday.”
Claire Baker, EMEA Marketing Manager, UGG