Leveraging the global festival fashion movement, TORSTAR and MISSGUIDED went on the ultimate road trip to Byron Bay during Australia’s leading music festival Splendour in the Grass. Cruising the streets in a loud and proud Missguided branded Kombi wrapped with pineapples, peace signs, flamingos and angel wings, we created a fun backdrop for sharable instagrammable moments. In fact, this activation reached over 10 million people on social media and attracted 237,000 reactions.

A two-tiered strategy was implemented to create maximum reach and drive consumer engagement. Media and digital influencers were engaged to showcase MISSGUIDED festival fashion and consumers were incentivised to interact with the MISSGUIDED brand in Byron Bay to drive engagement and website traffic.

TORSTAR secured a selection of top tier digital influencers to choose their MISSGUIDED festival outfit to wear during Splendour in the Grass. Some of the digital influencers were sent their garments prior to the event to encourage pre-promotion and others were encouraged to pick up their selections from the VIP dressing suite in the MISSGUIDED Kombi and post photos across their social media channels. Celebrity digital influencers/bloggers who regularly posted included: Pia Muehlenbeck, Dani Mansutti, OceanaStrachan, Serena Buckley, Lisa Clark, Hannah Perera and Elisha and Renee Herbert.

Consumers around Byron Bay and the surrounding regions were incentivised with the chance to win a $500 MISSGUIDED festival wardrobe. The entry mechanic required consumers to visit the Kombi and take their own photo or upload gifs created by a photo booth using the hashtag #MissguidedTakesByron for their chance to win. An edited version of the Missguided festival collection was also on display in the MISSGUIDED Kombi, and the infamous MISSGUIDED money guns were on hand to create some epic photo moments!! As a result, the hashtag on Instagram was covered in spectacular MISSGUIDED product and branding during the festival weekend.

The TORSTAR activation captured new audience data from the photo booth providing MISSGUIDED with opportunities for further market share growth and insight in Australia.