Made.com has launched a campaign integrating user generated content (UGC), featuring existing customers and fans of the brand from 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 opinions about brands’ products. It has become a hub for interiors fans sharing tips and style inspiration, so was the natural home for Made's campaign.
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 in their own homes include interior design duo Jordan Cluroe and Russell Whitehead of 2LG Studio, French model and body positive Youtuber Juliette (AKA Coucou Les Girls, pictured) and German TV presenter Rabea Schif, among others.
Over the past year, Made's in-house creative team has been working alongside the brand’s innovation hub, Made Labs, to integrate UGC across the website and showrooms. In February, 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 its website, with direct links to shop from UGC content on its channel.
Made chief creative officer, Jo Jackson, who led the in-house team in the development of the campaign, says: “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’.