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.
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.
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.