We needed to cut through all of the Black Friday lead up noise to reach the Missguided audience, generating engagement that would ensure their best ever trading day. Using Baddie Winkle was the only way to let people know they needed to be on the #naughtylist to discover the upcoming secret –personalised pre-registration to their biggest online sale ever.

We paired this with wrapping ten London buses in the standout “Missguided lips” communicating the store launch, whilst taking over the OOH sites around Westfield Stratford and other London locations – in particular making use of digital OOH sites.

Baddie Winkle appeared at the store launch and we used the Digital OOH sites to let people know to come along and take a “selfie” with her – customers could then share their Baddie selfie on social media which was pulled through to the OOH sites, giving them their moment of fame.

We worked with Twitter, Instagram, Ocean Outdoor and Exterion to facilitate innovation and integration. Over two weeks, we used Snap Ads, Facebook, Instagram and Twitter to build excitement and drive people to sign up to the #naughtylist ensuring they were the first to hear the big secret.

Using SnapChat’s Webview, allowed customers to swipe up to a landing page and sign up to the #naughtylist. A video format on Facebook and Instagram generated superior engagement rates.

We ran a dynamic response campaign on Twitter through EchoMany, responding to users engaging with the #naughtylist, creating a personal response which pulled their Twitter handle and photo, to tell them they had made it onto the #naughtylist.

The big secret was revealed the day before the launch. Twitter’s First In View option drove as much excitement and engagement as possible amongst a large audience, enabling us to retarget with the cyber message.

Results went way beyond anything Missguided anticipated or experienced prior.

57.5million impressions created across paid and organic channels, 45.8m from paid social channels alone

5.1m video views at VTR of 12%, 160k click throughs

900k social engagements with a campaign engagement rate of 8%

On the day of the promoted trend/first in view, Twitter drove a VTR of over 30% - double the industry standard of 15%

A queueing system had to be implemented on their website, which at one point had over 150,000 people queuing

Missguided had their most successful trading day in the history of the company, achieving millions of pounds in revenue and reflecting a 600% increase in sales over the black Friday weekend.

The overall impact: Missguided brand and new store widened their audience reach, across multi-markets to unprecedented levels. The brand echo of Baddie Winkle.