Sales have spiked by around 40% between 7pm and midnight when the show airs. Making it the most effective way for Missguided to reach its target audience next to Instagram.
Missguided says it has seen sales increase by around 40% during the evenings Love Island is on TV.
Speaking to Marketing Week, Missguided’s new chief customer officer, Kenyatte Nelson says aside from Instagram, nothing allows it to reach its core 16- to 29-year-old female audience with the same efficiency as Love Island.
“There’s nothing that exists outside of the Instagram platform that touches on a daily basis, for 10 weeks, our core customer – particularly those under the age of 25 – with the depth, frequency and level of engagement like Love Island,” Nelson explains.
“From a commercial standpoint it’s worked brilliantly. Even on the first day the show aired, our trade – particularly from around the hours of 7pm to midnight – saw an increase of around 40% week on week and its trajectory has been ratcheting up ever since, it hasn’t slowed.”
The women’s fashion retailer partnered with the ITV hit reality show this year in an effort to drive awareness of the brand. And to show that it is more than just party dresses and occasion wear.
“In TV, if you do a buy for 16-29 females they’re probably going to put you on X Factor. The reality is you’re only going to pay for that audience and get everyone else for free. The digital guys would call that wastage, but when you’re getting millions of eyeballs for free I’m not sure how much is wasted. That’s quite good.
Source: Marketing Week