Made is sharing shoppers’ own images of its products in their homes in a new cross-channel campaign featuring user-generated content (UGC).
The Design Your Happy Place campaign has encouraged the furniture brand’s fans to upload pictures of how they styled Made products to Instagram with the hashtag #MADEdesign for a chance to appear in the campaign, set to run across digital, social media, London Underground and Made’s own in-store magazine. Those featured include interior designers Jordan Cluroe and Russel Whitehead of 2LG Studio (@21lgstudio), French model and body positive YouTuber Juliette aka Coucou Les Girls (@coucoulesgirls) and German TV presenter Rabea Schif (@rabeaschif) in their own homes.
Jo Jackson, chief creative officer at Made, said: “We have a huge community of genuine fans who are sharing some amazing content on their channels daily using Made products. This campaign is all about celebrating the Made fans who have helped make the brand a success story. People are much more inspired by authentic advocates of a brand and we want to work with a variety of people, not just ‘influencers’.”
Made says that the campaign fits its approach of listening to its changing consumer audience and comes at the end of a year in which it has integrated user-generated content (UGC) across its website and showrooms. Its Find Your Style tool, launched in February, enables website visitors to choose UGC images that they like and then be recommended products that match their style. A Shop Instagram feature on its website enables visitors to buy directly from UGC content.
Made points to Nielsen Consumer Trust Index findings that suggest 92% of customers trust UGC ahead of traditional advertising. At the same time, more than 60m images are uploaded to Instagram daily. Made now has its own bank of more than 5,000 UGC images.
The new campaign will run in 11 markets across Europe and was created by its in-house studio team. Made’s sales grew by 37% over its latest financial year. It launched in Spain at the end of 2019 and in the Nordics this spring.
Made is a Top350 retailer in IRUK Top500 research.
Image courtesy of Made
