Fashion brand Missguided partnered with ITV reality show Love Island to bring fashion to the forefront of viewers’ lives. Its campaign - Missguided Styles Love Island, gave viewers the chance to purchase every outfit featured in the show. The partnership was a first for British TV, which hadn’t integrated a fashion sponsor so thoroughly into a show before.
The campaign was based on the insight that the majority of viewers use their phone while watching the programme and also vote via the Love Island app.
Missguided provided regular clothing updates for the cast; Love Island contestants browsed a bespoke Missguided pop-up shop and then picked outfits that were sent to them. Viewers were then able to buy these outfits via the app, in section named ‘Island Style’. Real-time data on app visits, website visits and what people were buying was analysed every morning during the show’s eight-week run, with the exact outfits to be featured in the show confirmed by ITV at lunchtime.
New designs were then created at speed across paid and owned channels, including website and digital ads. Promotion codes available only from 8pm until midnight were offered to drive urgency of purchase.
The partnership produced impressive results. Every night the show aired, Missguided sales increased by 40%. The app’s ‘Island Style’ section attracted 11.2m visitors across the series, and of the 449 products featured, most sold out overnight.
Media Director: Sarah Rostron