MASTERCLASSING

Made.com turns to its fans for UGC-led campaign

Tyrone Stewart

Made.com's latest campaign is powered by its fans
Online furniture and homeware design brand Made.com has launched a campaign featuring user-generated content (UGC) from existing customers and fans, encouraging people to design and share their own ‘happy places’.

The ‘Design your happy place’ campaign features a mixture of Instagram fans, content creators, and design experts who are all real customers sharing the way they’ve introduced Made products into their own homes. People featured in the campaign include interior design duo Jordan Cluroe and Russell Whitehead of 2LG Studio, French model and body positive Youtuber Juliette AKA Coucou Les Girls, and German TV presenter Rabea Schif, to name a few.

The campaign, which also encourages fans to upload pictures of Made products in their homes using the hashtag #MadeDesign on Instagram, will run across Europe in 11 markets, featuring across TV, print and digital out of home, digital banners, fly posting, social, and in showroom windows.  

“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’,” said Jo Jackson, Made’s chief creative officer.

“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.”

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