Missguided’s Chief Customer Officer, Kenyatte Nelson, has repeatedly said how important it is to keep things simple. The perfect concoction of Love Island and Missguided on prime-time television is solid proof that keeping things straightforward can present eye-opening results.
This is a huge step forward, compared to papers like The Daily Mail, for example, showcasing garments that popular celebrities have worn, featured by high-street brands. This tried-and-tested traditional method is delayed and becoming tiresome, unlike Missguided showing their items in real-time, using scenes featuring the garments being worn by the Love Islander’s in the app. It has instant connection with audiences, which is where the future of shopping is now headed.
Whether you were the one who sat in front of the TV soaking in every second of Love Island or you saw just a glimpse of the show and ran for the hills, the marketing team behind Missguided produced the perfect recipe for keeping their viewers engaged. They reviewed how each night had done the day after to tailor the campaign in real-time to how viewers were responding, and were given a head’s up from the show’s producers on what looks were being worn by contestants so they could create special discounts and show offers that would best capture their audience’s attention.
It is important to grip your viewers in with engaging content and not make it too complex. There isn’t the need to overcomplicate these opportunities of increasing engagement. They can be made simple, which has clearly shown positive results. It also shows the benefit of tailored campaigns, which are responsive rather than reactionary. People are switching off to traditional marketing now and are bombarded with constant digital advertisements. In order to stand out, you need to think outside the box – including the television box!
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