Model with a glitter ball on her head

See how we worked with

Sponsor of shows with style on E!

The partnership between E! and Missguided compliments each other perfectly. It’s a great opportunity to reach such a specific 16-24 female audience in an environment where they are fully engaged. Not only do the brand values align, the focus on fashion and aspirational reality TV fits perfectly with the Missguided brand. It’s also great to have a partnership where both sides are flexible to new opportunities and seeking out ways to push this over and beyond just broadcast through social and activation.

Michaela Dehal, TV Account Manager, MediaCom Manchester

The partnership between E! and Missguided compliments each other perfectly. It’s a great opportunity to reach such a specific 16-24 female audience in an environment where they are fully engaged. Not only do the brand values align, the focus on fashion and aspirational reality TV fits perfectly with the Missguided brand. It’s also great to have a partnership where both sides are flexible to new opportunities and seeking out ways to push this over and beyond just broadcast through social and activation.

Michaela Dehal, TV Account Manager, MediaCom Manchester

Missguided

Sponsor of shows with style on E!

Missguided are a bold and forward thinking online fashion brand. They design and create products which are influenced by their customers and global fashion icons. The brand has evolved into an online fashion destination which celebrates everything it means to be a young woman in today’s digitally immersive world. The brand aims to deliver its customers the biggest trends, as they break, at affordable prices.

Missguided were looking for a campaign to raise brand awareness amongst 16-24 year old women. They were keen to do something a little different to their previous activity which would make the brand stand out versus its competitors. To do this effectively, the brand wanted to establish a constant presence in the market to maximise audience reach. This required an ‘always on’ campaign.

0
%
ad recall
0
%
of 16-24 females saw the sponsorship
0
rd
year sponsorship renewal

Insight

E! was identified as the perfect platform for Missguided to reach their target audience, with a relevant message, that would appeal to its young, fresh and trendy audience. As a channel renowned for having its finger on the pulse of celebrity gossip and celebrity trends, E!, offered the fashion brand access to a robust and loyal 16-24-year-old female audience.

Aside from a highly engaged TV audience, E! also provided Missguided with a captive online audience, via its social following on Facebook and Twitter, to extend the brand’s reach even further.

Idea

A partnership between Missguided and E! was launched across linear, digital, social media and event activation. The brand was associated with core E! programming including; Keeping up with the Kardashians, Dash Dolls, WAGs and viewer favourites such as E! News and Fashion Police. Aligning with this great content reinforced the brand’s core values amongst consumers, reminding them that Missguided is a stylish and on-trend fashion brand.

The channel sponsorship enabled Missguided to communicate with a highly relevant and responsive audience on a high frequency basis. The sponsorship credits were designed to mirror the programming around which they were positioned – being glossy in style and using commercial music to help keep the brand top of mind. By regularly refreshing the credits, the brand effectively showcased their fast fashion product range throughout the campaign.

Activation

The partnership kicked off with a 12-month linear sponsorship of key programming on E!. Digital activation increased the audience reach further and Pop Culture Social posts were scheduled regularly – around entertainment and E! News and Style – to kick start social conversations.

The E! sponsorship also offered opportunities to run unique activation on the ground to directly interact with the target audience.  The channel and the brand partnered around events including The Golden Globes and Wireless Festival. Each event had Missguided branding throughout, including; logos across promotional materials, branded cushions, cocktails, T-shirt giveaways and branded mobile phone cases.

The event partnership extended to social media with E! TV host, Sabrina, wearing Missguided clothing and promoting the outfit via her own personal social account. Missguided key influencers and bloggers promoted the partnered activity on the ground to encourage fans to go to the E! lounge, which was also branded with Missguided. The joint hashtag #MyFestivalSquad was created for Wireless Festival in order to generate conversation and buzz around the event. The joint hashtag was promoted across the E! network, to encourage the audience to tweet using the hashtag #MyFestivalSquad for the chance to win an exclusive E! goody bag.

Results

Awareness

  • Increase in spontaneous brand awareness from 9% In December 2015 to 14% in December 2016
  • Looking specifically at creative recall, 23% of respondents recalled seeing a Missguided ad via sponsorship across the year when prompted
  • 47% of those who regularly watch E! channel recalled seeing a Missguided ad via sponsorship when prompted
  • Over 1 in 5 of Women 16-24 saw the sponsorship over the course of the year

Client Quote

E! are a great sponsorship partner for Missguided. With similar brand values and a focus on fashion and celebrity culture, they have provided us with an excellent opportunity to reach our target audience in an environment where they were already engaged. E! have been fantastic to work with over the last 2 years and we look forward to continued results as we move into our 3rd year and expand into international territories.”
Get in Touch
Envelope icon to get in touch
Download
Download icon
Send to friend
Send to friend arrow icon
Opportunities
Opportunities icon with multiple devices
Keep up to date
Newsletter icon
Other case studies of interest
Our Sites

Please click on any of the sites below to open the link in a new window

Get the full case study to your inbox Please complete this form and a document download link will be emailed to you directly in the next few minutes.

Your Name: *

Your Surname: *

Company: *

Latest updates straight to your inbox
Keep me updated with the latest success stories from Sky Media *
Yes

Please leave this field empty.

Send to Agency/Friend

Don't keep it to yourself – fill out the details below a share something from our site.

Your Name: *

Company: *

Contact's Name: *

Contact's Company: *

Message:

Please leave this field empty.

Get in touch

Please complete this contact form and we will get back to you as soon as possible.

Your Name: *

Company/Agency name: *

Where are you based? (City/County): *

Telephone number: *

Preferred contact method: * PhoneEmail

Other comments:

Get the latest case study updates

Please complete this form to receive our latest updates

First name: *

Surname: *

Company: *

Keep me updated Please complete the form below to sign up for our newsletter or reminders, delivering the information you want direct to your inbox.

First name: *

Surname: *

Company: *

Sky Media updates fortnightly newsletter
Our fortnightly newsletter; keeping you up-to-date on key Sky Media research, news and opportunities.
Yes

Sky Media Sponsorship Opportunities
Latest Opportunities from Sky Media
Yes

Sky Media Kids Channels
Sign up to our exclusive kids newsletter.
Yes