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MediaCom – Missguided

Posted by never.no on Feb 15, 2016 6:06:34 AM
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New ad campaign from Missguided to feature UK TV advertising first delivered by MediaCom Manchester

‘STORY’ to allow viewers to upload videos via social media to feature in TV ads

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A new brand campaign from leading fashion brand, Missguided, is to feature a UK TV advertising first, as MediaCom Manchester introduces a new social TV platform into a the retailer’s latest creative.

Set to break during the Mobo Awards on ITV2, Missguided and MediaCom Manchester have collaborated to develop a new TV campaign featuring an innovative social TV platform called ‘STORY’ from never.no, able to incorporate real-time user generated content into live TV ad breaks.

With Missguided’s new campaign already on air across various channels, the new version of the 30 second ad will first run Nov 4th on ITV2 and various other peak spots to reach key 16-34 female fashion conscious viewers throughout November. Developed by Missguided, the creative features a Missguided mash-up of international influencers showcasing this season‘s party wear styles, with customer videos weaved into the creative. Viewers will be invited to upload their own footage to social media platforms including Facebook, Instagram, Twitter and Vine using the hashtag #cantisabadword, at which point Missguided will use STORY to choose which submissions will be featured live on TV.

Missguided’s collaboration with MediaCom and STORY builds on the success of recent campaigns featuring both Nicole Scherzinger and Pia Mia.

Aleks Certa, Associate Director at MediaCom, who coordinated the campaign with Missguided, said:

“It’s always exciting to be pioneering new ideas and technologies, but even moreso when it is something so perfectly in tune with a brand’s image and values. ‘STORY‘ gives us a fantastic opportunity to see the worlds of social media and TV advertising collide seamlessly and powerfully and we’re looking forward to helping Missguided’s fans play a starring role in the brand’s return to TV.“


“Missguided’s customers are among the most social media savvy and switched on people in the UK and across the world, and this exciting technology gives us the opportunity to reach out to our fans and followers in a more dynamic and impactful way than ever before. Our brand stands for empowerment and inclusion, and STORY offers the perfect platform to engage and involve our customers in our brand” said Sarah Lynch, Global Brand Manager at Missguided

The brand's online community loved being featured in the TV ads and even shared clips back to their own networks.

Scott Davies, CEO of never.no said:

“We are excited to work with MediaCom and Missguided to deliver the first interactive campaign of its kind in the UK. Missguided has such a strong social media following which is a perfect fit for a social TV campaign such as this. STORY’s ability to manage the social content shared by Missguided fans and generate multiple unique versions of their broadcast adverts for distribution makes the whole process easy.“