Influencers at the Forefront: Shaping Our Homepage Narrative
Working with top-tier influencers offers access to exceptional content and authentic storytelling. For the upcoming UGG Holiday campaign, I took a strategic approach by investing in a select group of trusted influencers.
These influencers not only starred in the campaign but also took the lead in creative direction, styling, and content creation. By combining their unique aesthetic with their established online influence, we produced a campaign that felt fresh, relatable, and engaging — ultimately driving stronger connections with our audience.
Marianna Hewitt for UGG BOOTS
Fashion & Lifestyle Influencer
Our collaboration with Marianna marked a significant first for SHOES.com, SHOEme, and OnlineShoes — introducing a lifestyle influencer to represent one of our top-selling brands, UGG, during the busy holiday season.
Marianna was brought to us through an agency we had worked with sporadically. To ensure the campaign's success, we provided a detailed brief and held several creative meetings to align on the concept. We leaned into the West Coast holiday aesthetic, showcasing UGG styles in warm, sunny settings — a natural fit for the Australian brand’s roots.
A/B testing played a key role in this campaign. We tested two distinct looks:
A traditional holiday campaign feel — cozy slippers paired with winter-inspired styling.
A sunny LA day look — slippers styled with jeans in a casual, warm-weather vibe.
To further amplify Marianna’s involvement, we created a Q&A feature for our blog, offering her fans styling tips and showcasing her campaign imagery. She was also prominently featured across social media, advertising, and email campaigns.
The result? The campaign’s high-quality photography and styling effectively conveyed the brand’s message, while Marianna’s reach drove significant traffic to our sites and increased UGG brand conversions.
A major win for our first-ever holiday influencer campaign across three retail platforms.
Tommy Blades & Andrew Kearns for Hiking Boots
Photographers, Business Owners, Influencers & Outdoor Adventurers
When I joined SHOES.com, Tommy was one of the first non-fashion influencers I brought on board. Already familiar with his content through Instagram, I knew he would be a strong fit for our upcoming hiking boot campaign.
I pitched the idea to our creative team: Tommy would shoot the campaign in his own backyard — the rugged landscapes of the Pacific Northwest — an ideal setting to showcase our outdoor-focused brands.
Tommy partnered with his friend and talented photographer, Andrew Kearns, to capture the campaign. Their imagery was prominently featured across our homepage, product detail pages, and two dedicated blog posts — including a Q&A on hiking and an Instagram tutorial. The content authentically demonstrated how the boots perform in outdoor environments while enhancing the brand’s credibility.
The campaign successfully tapped into Tommy’s engaged audience of over 500,000 followers, expanding our reach to a broader, organic audience. The stunning imagery and authentic storytelling played a major role in driving engagement and boosting customer trust.
Following this success, we continued working with Andrew on additional content projects, including key contributions to our Portland Made trip, where he helped scout Cape Kiwanda — the perfect setting for our influencer team to experience the scenic PNW landscape firsthand.
Katie Goldie for Winter Boot Wonderland
Photographer, Influencer, Outdoor Adventurer
Katie Goldie will always hold a special place in my Canadian heart. As a true adventurer, Katie’s passion for experiences — not just commercial work — made her the perfect fit for our winter wear campaign.
With winter approaching, we wanted to showcase authentic cold-weather scenes while highlighting must-have gear. After brainstorming with Katie, we landed on a brilliant idea: she’d spend a weekend in Banff, Alberta, with a couple of friends and a dog — capturing the ultimate mountain getaway vibe.
The approach was both cost-effective and impactful. We shipped products directly from our partner brands, and Katie delivered stunning content that felt genuine and aspirational.
Her imagery was featured across our homepage, social media, blog posts (focused on winter wear education), and email campaigns throughout the season. Katie’s real-time updates on Snapchat and posts during the campaign launch provided valuable exposure, driving both traffic and engagement.
The result was a campaign that blended beautiful storytelling with practical product promotion — resonating deeply with our audience.
STYLE’d Avenue (@Meg_legs) for CLARKS BOOTS
Fashion Influencer
For this campaign, we partnered with an agency to collaborate with Meg, a Salt Lake City-based influencer, to style and shoot content for our Clarks boot campaign.
While Meg was fantastic to work with, the final photography didn’t meet our usual standards in terms of resolution and clarity. Rather than discarding the content, we took a creative approach — adjusting proportions and repurposing the imagery to engage a younger, female audience.
By showcasing Clarks in an unexpected, street-style setting around Salt Lake City, we introduced the brand to a North American audience less familiar with Clarks as a fashion-forward choice. The result was fresh, relatable content that gave our audience new styling inspiration and broadened Clarks' appeal in a competitive market.
This campaign reinforced the value of flexibility — turning unexpected challenges into an opportunity to connect with a new customer base.
