The challenge

For the first time ever, Missguided were launching their very own maternity range. They wanted our help to drive awareness and generate hype, increasing organic search numbers for their new product line.

The idea

When ASOS launched their maternity range, they made headlines for all the wrong reasons, using fake baby bumps instead of real pregnant women.

We did the opposite. By using real pregnant models, we created a unique hook, showcasing natural beauty to demonstrate how the products would really look. We also used the Playboy X Missguided partnership to launch a Playboy maternity collection, before promoting the new range through US YouTube influencers.

Finally, we utilised influencer marketing by taking celebrity Charlotte Dawson on a takeaway tour of Manchester.

Following Charlotte's recent pregnancy announcement and huge pregnancy cravings, we conducted a mini stunt, taking her to local fast food chains in the Missguided branded Rolls Royce. The papz were hot on our tail. We filmed her day out and created microcontent for social media on the back of it, adding to the both her channel and Missguided’s main platforms.

The results

Our social media activity generated 16,536 likes and 432 comments, and a total of 1.3 million views across Instagram and YouTube. We earned 63 links from the likes of The Daily Mirror, Closer, Heat, and Tyla, leading to 97.2k visits to the range’s landing page and a position three ranking for the term ‘maternity wear’.

Everyone was talking about Missguided’s maternity range. 7.7 million social impressions and 480k social engagements meant you saw it everywhere you looked, and along with 97k organic visits, it helped us rank third for ‘maternity dress’.

This led to £59.5k in additional revenue. A big baby bonus.