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UGG Shop

UGG Shop is a Melbourne-based Australian wool products retailer specialising in ugg boots, wool quilts, wool blankets and sheepskin accessories, with every product sourced and manufactured locally in Australia. The store offers in-store retail, Australia-wide delivery and international shipping, primarily serving Chinese communities in Australia, international students, visitors to Australia and customers shopping for gifts and souvenirs.

Category RedNote
Industry Retail

+ 328%

Monthly
Views

+ 55%

Monthly
Comments

+ 384%

Monthly
Likes

+ 455%

Monthly
Shares

Data June 2022 compared to June 2023

The Problem

The store sits in the heart of Melbourne’s CBD retail precinct, where foot traffic comes from international visitors, local Chinese residents and everyday shoppers. For years the business relied almost entirely on the passing trade the precinct generated, with virtually no brand presence online. As international travellers gradually returned, competition across the CBD intensified, and the client recognised that window displays and walk-past traffic alone were no longer enough to acquire customers reliably — visitors typically plan their shopping before they even arrive in Melbourne, and the store was effectively absent from the social content shaping those plans.

At the same time, UGG had long been perceived as a seasonal warm boot, with both conversation and sales concentrated in winter, leaving the everyday styling potential of the product largely untapped. New arrivals and in-store promotions could only reach customers who were already in the shop, never ahead of the visit. The client wanted to use Xiaohongshu to build genuine brand presence online, so that visitors planning a Melbourne shopping itinerary and local customers searching for winter styling or store information would find UGG Shop first, turning online attention into in-store enquiries, try-ons and purchases, reducing the dependence on passing trade and establishing a sustainable source of new customers.

Our Solution

Audience Segmentation and Content Matrix

The store sits in the heart of Melbourne’s CBD retail precinct, where foot traffic comes from three distinct groups — international visitors, local Chinese residents and everyday shoppers — each following a very different path to purchase. Rather than applying a single content template, we split the content matrix by audience: content for visitors highlights “must-buy Australian souvenirs” and how easily the store fits into an itinerary, emphasising the certainty of buying on the spot; content for local Chinese residents focuses on everyday styling and at-home use, laying the groundwork for repeat purchases; and content for everyday shoppers follows the CBD shopping route, capturing the impulse to drop in while passing by.

Winter Styling Content

We repositioned UGG from a simple “warm boot” into a winter styling piece, using short videos and photo posts that show how the boots look on, how colours pair, and how they work across commuting, at-home and travel scenarios, presenting the differences in fit between styles and who each one suits. Rather than stopping at product specifications, the content offered outfits readers could copy directly, which significantly lifted likes, saves and shares.

In-Store Content and Foot Traffic Conversion

Building on the advantages of the CBD location, we made store visits the backbone of our content, showcasing the store environment, product displays and genuine try-on experiences. Each post clearly stated the store location, opening hours and which styles were available to try on, guiding online browsing directly into in-store enquiries, try-ons and purchases, and closing the loop from discovery to walk-in.

Aligning Content with New Arrivals and Promotions

Through the winter peak season, we kept the content rhythm in step with the store’s trading rhythm: new arrivals triggered a concentrated run of product introduction posts, while platform trends guided us to prioritise best-selling classics and warm boot styles; whenever the store ran discounts or limited-time events, we produced matching promotional content to shorten the path from discovery to purchase. We also optimised titles, keywords, cover images and posting times around the promotional calendar, and continually adjusted the level of promotion based on performance data, turning peak-season market demand into real revenue growth for the store.

The Result

After a year of sustained operation, the overall content performance of UGG Shop’s Xiaohongshu account grew significantly: comparing June 2023 with June 2022, monthly views increased by 328%, monthly comments by 55%, monthly likes by 384% and monthly shares by 455%, while the account’s follower count grew by more than 200% over the year. Likes and shares grew considerably faster than views, showing that the content was not simply reaching people but genuinely resonating with the target audience and being passed on. The project meaningfully lifted UGG Shop’s brand awareness and audience engagement on Xiaohongshu, consistently driving international visitors and local customers to enquire, try on and buy in store, and providing steady traffic support for revenue growth, winter promotions and new product launches.