Viewers often covet outfits they see on TV. In 2018 fashion brand Missguided partnered with ITV’s hit show Love Island to offer viewers the chance to buy clothes worn by contestants - all in real-time and across multiple touchpoints. The partnership went over and beyond a standard programme sponsorship.
Love Island became a Missguided catwalk, with the accompanying official Love Island app the retailer’s shopfront. Fans were able to buy directly from the app, which has 3.5 million users.
Prior to the show launching in Mallorca, each islander browsed a bespoke, one-off Missguided pop-up shop, picking the items that they would wear in the villa during filming, with clothes sent out weekly. The Love Island app featured a section called ‘Island Style’, allowing viewers to buy the outfits they were seeing, making the journey from screen to checkout seamless.
With the exact outfits to be featured in the evening’s show confirmed by lunchtime, it was a race against time to get new designs across the Love Island app and paid and owned channels, including website, digital ads, and Missguided and ITV social carousels.
Every night the show aired, sales spiked by 40%, with many outfits selling out, while spontaneous awareness increased too.
#TogetherAgainstHate - Nationwide
Nationwide champions diversity in its advertising but the more it showed real people from diverse backgrounds – spanning race, gender and sexuality – the more personal, hateful online abuse it received. It decided to shine a spotlight on the issue of online hate - together with Channel 4 and other like-minded advertisers, including Maltesers and McCain. The resulting #TogetherAgainstHate campaign featured a special ad break to raise public awareness and spark cultural conversation. Channel 4’s research ranked the campaign as its most impactful ever.
Mindshare & ITV
Make M&S A Saturday Dinnertime Favourite - M&S Food
The M&S Food brand wanted to reach out more to the public. A partnership with ITV Saturday night family show Britain’s Got Talent highlighted how the brand represented everyday quality accessible to everyone. This marked M&S’s first-ever sponsorship deal, visible on show idents, in-store, on-pack, in licensing, talent, social, online and with staff, with content running across Facebook and Twitter. The strapline was : “This isn’t just talent. This is M&S talent.” The campaign significantly increased perceived brand relevancy and sales.
PHD: Awesome Week - The Lego Movie & Warner Bros UK
ITV: Love Island’s 11 Partners in 2018 - Love Island
Carat UK: The Hunt is on! - Cadbury Creme Egg
OMD UK: McDonald’s Big Mac Event - McDonald’s