Missguided's Love Island deal proves a hit with millennials

By

Barbara Santamaria

Published
Jun 28, 2018

A product placement deal signed between Missguided and hugely popular British TV show Love Island is helping the young fashion brand increase its brand awareness among millennials, new data has showed.

As part of the agreement, Love Island contestants wear pieces from Missguided and Mennace’s casual, summer and going-out collections at key events, while viewers are offered instant ways to find and purchase the items on the show’s official app.

According to data from YouGov, ad awareness has increased by 7% among Missguided’s core target demographic – women aged 18 to 34 – thanks to its Love Island partnership.

People are not only more aware of its ads, but are talking more about the brand as well.  Missguided’s Word of Mouth Exposure score, which reflects whether people have talked about a brand with someone, has also risen from +3 to +10.

Meanwhile, its Buzz score has increased from 0 to +4 among women aged 18-34 since the campaign started, revealing a jump in positive comments about Missguided.

With sporty styles and a cheeky social media presence, Missguided focuses on the internet savvy, pop culture-loving twentysomething. “Missguided is a great fit for Love Island,” said ITV brand partnerships and content director Claire Heys when they announced their partnership in May.

The boost could help the Manchester-based fashion site beat its 2017 sales growth of 75%.