Guiding fashion lovers to the buy button on Missguided
Missguided is a bold, straight talking and forward thinking fashion brand that aims to empower women to be confident in themselves and be who they want to be. In keeping with this mission, they drop up to 1,000 brand new styles every week at an affordable price point. They were looking to increase sales by driving 18-35 year old women in the UK to their online store and offering a 20% off promotion - but wanted an alternative to the oversaturated Instagram and Facebook to really get through to their target audience.
We knew that using Snapchat influencers would be perfect for this campaign. We selected a group of influencers from our network based on their audience demographics and interests – in this case fashion forward adult women.
The influencers were then given a brief script to record and upload a story of themselves talking about the promotion their own style.
This natural and organic advertising format fits in with the flow of Snapchat. It allows users to see and engage with the ad without an intrusive interruption such as a motion graphic video ad.
The organic format of the campaign resulted in a fantastic click through rate of 8.8% to Missguided’s website, as well as delivering 50% over the targeted views.
The increase in traffic wasn’t the only good news for Missguided though; the online webstore saw a 5X increase in sales in the day of the campaign, proving that not only were people visiting the website from the influencers posts, but also (and more importantly) they were spending money.
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