Specifically for October and November 2020, the collective goals were to maximise momentum and engagement rate around the new season collection to achieve an ROI of 4x. With the aim of driving brand awareness, sales and traffic (+100% YoY) to Missguided.com through the creation of inspiring, on-brand content. The themes for these phases were ‘Party Wear’ and ‘Winter Product’ ahead of the festive period. Taking a multi-channel approach, the campaign engaged with influencers with a strong shopping audience on Instagram and YouTube across the targeted regions. LTK recommended investing monthly in the key regions of the UK and Ireland - building on investment quarterly from H1, amped up in the Oct-Dec quarter, since it is typically the strongest in terms of sales.