EMEA Campaign: LTK, Missguided

Winner

LTK (formerly rewardStyle)

LTK x Missguided, Missguided

Fashion brand Missguided partnered with influencer marketing platform LTK on a campaign to drive growth in the UK and Ireland around Cyber Week. Campaign influencers were provided with personalised, exclusive discount codes to share across their multiple channels. 

The top sales driving product was an ‘embellished puff sleeve mini dress’, from halo content posted by an influencer who was intrinsically motivated to post about the brand. It sparked huge consumer interest despite its higher than average price point of £200, which highlighted consumers' willingness to invest in party-wear for the festive period. Conversion was aided by relatable content, Cyber Week deals and a bespoke discount code from a trusted creator. This showed that engaging with natural advocates who were already posting about Missguided helped to organically boost return on investment. 

LTK took an integrated approach to amplifying campaign content, partnering with its in-house marketing team to push via additional owned LTK channels and also with Missguided itself for incremental promotional activity. Leveraging built-in shopping audiences for LTK, collaboration content was promoted on its consumer-facing app, social and email channels to targeted regions in Europe. 

Missguided said that optimising its influencer marketing with LTK has improved how it tracks return on investment, whilst widening the range of creators it partners with. The campaign resulted in a significant increase in sales. By taking a multi-channel approach, the campaign engaged those influencers with a strong shopping audience on Instagram and YouTube and across the targeted regions. 

Finalist

• iCrossing UK: Helping Wales Celebrate St David’s Day, The Welsh Government