Mediacom Manchester and fashion retailer Missguided wanted to add an element of social engagement to Missguided's brand campaign #cantisabadword.
The objective was to allow fans to participate and play a starring role in the campaign by incorporating user-generated content into live TV ad breaks.
Missguided and MediaCom Manchester collaborated to develop a new TV campaign featuring an innovative social TV platform called STORY by never.no.
The Social TV ad campaign first broke during the Mobo Awards on UK channel ITV2 with various other peak spots over a month to reach key 16-34 female fashion-conscious viewers. Developed by Missguided, the creative features a mash-up of international influencers showcasing this season's party wear styles, with customer videos weaved into the creative. Viewers were invited to upload their own footage to social media platforms including Facebook, Instagram, Twitter and vine using the hashtag #CantIsABadWord, at which point Missguided used STORY to choose which submissions were featured live on TV.
Missguided utilized social media to connect with customers throughout the campaign and extend the reach of the ads. They Tweeted the STORY-generated ads and tagged the users who had been featured in it so that they would share and promote the campaign through their own channels.
This was the first interactive campaign of its kind in the UK. Missguided has such a strong social media following which made it a perfect fit for a social TV campaign such as this. STORY's ability to manage the social content shared by Missguided fans and generate multiple unique versions of their broadcast adverts for distribution made the whole process easy.
Missguided also used STORY post-campaign to create digital versions of the ad so that more of the engaged social following who submitted their video could participate. This gave the #cantisabadword campaign even more longevity beyond TV.
Sarah Lynch, Global Brand Manager at Missguided, said:
"Missguided's customers are among the most social media savvy and switched on people in the UK and across the world, and this exciting technology gives us the opportunity to reach out to our fans and followers in a more dynamic and impactful way than ever before. Our brand stands for empowerment and inclusion, and STORY offers the perfect platform to engage and involve our customers in our brand."
This was an exciting campaign which generated great enthusiasm from fans who loved to see themselves on air.
Missguided saw a direct increase in entries and social media engagement around key spots, showing that the campaign drove people to pay attention to the ad and engage with the brand on social media, which was the main objective.
Video submissions from fans eager to take part were received from across the country each week. We even saw photos and videos of the TV broadcast shared on social media by those who were excited to be chosen for the ad.
Still can't get over the fact that @Missguided featured me in their TV add!!! Instagram: xmariayx #cantisabadword💕 pic.twitter.com/ayNZBT59Zf
— ☀Maaaarrrriiiaaaa☀ (@xMariaYx) November 16, 2015
Michaela Dehal, TV Account Manager at MediaCom Manchester, who coordinated the campaign with Missguided, said:
"Story has enabled us to pioneer a UK first TV Ad campaign with the inclusion of social content. It's given us the tools to perfectly marry social media with TV advertising creating a unique social advertising proposition. Moreover, never.no has given us the ability to automate the delivery to Ad traffickers and automatically create multiple versions for clearance and submission back to the social audience. This significantly improves the workflow of something that would have been extremely difficult to turnaround without never.no's expertise."
