The Little Red Company
Getting Australia beachy keen in an Ugly Xmas Rashie
Ugly Xmas Rashie
Charity
Retail
Ugly Xmas Rashie has brought an Aussie take on the traditional Christmas sweater since 2015
Since its launch in 2015, the Ugly Xmas Rashie (UXR) has inspired the nation, adorned by beach gods (ahem, Thor aka Chris Hemsworth) and mere mortals alike.
In our fourth year of partnership with UXR, 2020 saw Aruga engaged to keep coverage of UXR’s charity partnership with Surf Life Saving Foundation (SLSF) between the flags and promote beach safety across earned and owned channels.
Engaging Australia’s hottest influencers, including The Inspired Unemployed and Christian Hull, we directed 6,000 link clicks to the UXR website which saw sales soar by 59% year-on-year, with 147% increase in funds raised for charity.
Results (2020)
59%
sales increase YOY
147%
increase in charity donation
$447K
advertising equivalent PR value
311
media clips
23.5K
social media engagements
6K
link clicks to website
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Splashing the rashie across some of Australia’s most prolific media personalities through an extensive influencer management campaign.
Creation of organic social content that drove awareness and sales of the Ugly Xmas Rashie with its devoted audience.
Developing an extensive national media campaign that encompassed TV, print and online outlets to announce the new rashie designs and launch the season with a bang.
“Aruga continues to deliver strong PR results promoting the Ugly Xmas Rashie to the Australian market year-on-year. The results speak for themselves – increased media opportunities across all channels, assistance with launch ideation, ongoing liaison with stakeholders and weekly reporting ensuring we're kept in the loop at all times. Aruga has been an integral part of UXR’s success.”
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