The Global Consumer

Concept One:

Missguided’s Packaging Redesign

The packaging re-design will be promoted on different platforms of social media and their tools. Missguided’s target market are very present on social media and ‘it is the most preferred channel with 40% of Gen Z shoppers and 39% millennials rate it as their preferred channel’ (Drapers, 2021). Therefore, by using social media to promote their campaign it will create the most engagement.

Figure 22: Missguided Packaging

Facebook:

Facebook is known to engage with a slightly older audience than Missguided’s target market which may be more likely engage in sustainability posts (Mangas ,2021),and therefore a post will be made on the Facebook feed of the new packaging. The Missguided banner on Facebook will be changed to the new packaging design to show how the brand is trying to become more sustainable brand not just through their packaging.

Figure 23: Facebook Banner Figure 25: Instagram Story- new packaging

Instagram:

Instagram stories: The re-brand of the packaging will be initially teased on Missguided’s Instagram stories and will include ‘your new sustainable packaging coming soon’. Once the design is released on the Instagram feed it will be show on stories. There will also be a post to encourage people to upload a picture on their stories on them receiving the new packaging and include the hashtag #MGrecycled, which will be reposted by Missguided.

Instagram feed post: The reveal of the packaging will be first shown on a series of grid posts with a short description of how the packaging is sustainable and a link to the website for more information. Using a grid post allows the post to stay on the profile and allow for explanation and discussion in the comments. Carousel posts will be used as they score the highest engagement rate, followed by images, then video (Mangas ,2021).

Website:

The packaging and an article to support it will be added to the Missguided CSR page. The website page will be linked with all social media posts about the packaging to allow consumers to learn more.

Missguided’s Partnership with Newlife

Figure 27: Newlife Instagram Story It is important for Missguided to show how the brand are sustainably disposing their unwanted and wasted garments but also raising money for terminally ill children is vital to encourage their consumers to help with the scheme. The campaign will be shared across Missguided’s platforms with a link to the website, where the base of the information will be located.

Figure 21: Newlife Story

Instagram Stories: Several stories will be posted on the day of the promotional campaign release based on the collaboration. Stories will link the website for the consumer to read more.

Instagram feed post: Missguided will post an image of both their logo and Newlife’s logo with the caption describing how they are teaming up with Newlife to help the environment and raise money for terminally ill children.

Instagram Reels: Missguided will post an adaptation of their Tiktok which show the story of how the consumers second-hand clothing can help the environment and support terminally ill children.

Figure 28: Newlife Instagram Post 1. Buy a new dress from Missguided and wear it to your friends party

6. Less waste, better for the environment. 2. Request a Newlife return label and send us your dress

5. You recieve points towards vouchers to buy a new dress 3. Request a Newlife return label and send us your dress

4. The money raised is given to terminally ill children and their families. Tiktok: Tiktok is known for sustainability-based content (Mangas ,2021) therefore, Missguided will create a Tiktok that will show the process of Newlife. This platform will be used as it allows Missguided to tell a story in an engaging short video to Missguided’s target audience with matches the platforms.

Figure 29: Tiktok storyboard

Website campaign: Missguided’s website will show the collaborative campaign with the Charity Newlife. This will give the consumer the opportunity to click on the cover page to read more about how Missguided is working with the charity and how they can get involved.

Figure 30: Newlife Facebook post

Email: Missguided will send out emails to their customers to explain the campaign and how they can get involved. The use of emails allows a direct message to be sent to each consumer.

Facebook: Missguided will post a narrative of how your old clothing can help very sick children but also the environment with the hashtag #MGnewlife.