The success of UGG’s classic sheepskin boot eclipsed the brand’s other offerings. In order to highlight the men’s brand, UGG Australia enlisted KSL Media to craft “The Invisble Game” campaign. KSL engaged men through a multichannel approach that integrated video, digital, rich media, print, out of home, social and mobile to court the affluent 25-44 year old male. Footballer Tom Brady was the brand ambassador and played a large role in creating awareness. As a result, the brand saw a 354 percent lift in visits to the men’s landing page.