Online design brand MADE.com has launched a new campaign integrating user generated content (UGC), featuring existing customers and genuine fans of the brand from all across Europe. The new campaign is called ‘Design your happy place’ and includes the real homes of real fans. The step change for the brand comes with a call to action for fans to upload pictures of MADE products in their homes to Instagram with the hashtag #MADEdesign for a chance to appear in the campaign.
Over 60 million images are uploaded to Instagram daily, with fans offering genuine opinions about brands’ products. It’s become a hub for interiors fans sharing tips and style inspiration so was the natural home for MADE to create a campaign like ‘Design your happy place’.
According to the Nielsen Consumer Trust Index, 92% of customers trust organic, user-generated content more than they trust traditional advertising. User generated content offers more honest, unbiased posting on social media.
MADE has a fast expanding community of fans and customers, especially on Instagram, who share great interiors and design inspiration using the hashtag #MADEdesign and has a bank of over 5000 images collected. The new campaign looks to provide a platform to showcase some of the organic images and content from customers all across Europe.
The campaign, which will run across London Underground, digital and social media alongside a printed magazine available in all MADE showrooms, features a mixture of Instagram fans, content creators and design experts who were real customers turned brand advocates. Those featured include interior design duo Jordan Cluroe and Russell Whitehead of 2LG Studio [@2lgstudio], French model and body positive Youtuber Juliette AKA Coucou Les Girls [@coucoulesgirls] and German TV presenter Rabea Schif [@rabeaschif] amongst others, in their own homes.
Over the past year, MADE’s in-house creative team has been working alongside the brand’s innovation hub MADE Labs, to integrate user generated content across the website and showrooms. In February this year, the team unveiled a Find Your Style tool, allowing users to choose a series of UGC images they like to then be recommended products to match their style preferences. MADE also integrated a Shop Instagram function on the website with direct links to shop from UGC content on their channel.
MADE’s chief creative officer, Jo Jackson, who led the in-house team in the development of the campaign, 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’.
Style can be celebrated in so many different ways – the new ‘Design your happy place’ campaign offers a platform for the awesome content created by real people in real homes across Europe. We hope this is the start of a long running initiative that can inspire people to share their #MADEdesigns”.
The ‘Design your happy place’ integrated campaign, created in house by MADE’s studio team, will run across Europe in 11 markets from the beginning of September and will feature TV, print and digital OOH, digital banners, fly posting, social and in showroom windows styled by MADE’s brand advocates.
MADE’s latest results show an achieved 37% revenue growth, with the UK accelerating with 34% growth. MADE continues to build an international brand after a huge success in Spain towards the end of 2018 and launching in the Nordics in Spring 2019. MADE continues to evolve its business approach based on listening to the changing consumer audience.