The challenge

Missguided wanted to appeal to a new market to sell their Playboy product range. They asked us to work with influencers to target different demographics and help shift their stock.

The idea

We conducted research that showed untapped potential existed within the LGBTQ+ community. Straight away we knew who our influencer should be - Ru Paul’s Drag Race’s very own Baga Chipz. As it was in the peak of lockdown, we gave people the chance to win Baga as the host of your next Zoom quiz. We sent her some Missguided x Playboy merch to show off on her social accounts while encouraging people to enter the competition.

The results

The competition boomed. Over 1,000 people entered, while the campaign was liked 69,260 times on social media. We achieved seven press links off the back of it naturally, with the media seeing Baga Chipz modelling Missguided’s new range. This increased Playboy X Missguided sales by 50% in the space of a week, and saw us bag Global Influencer/Celebrity Campaign of the Year at the Global Content Awards.