Targeted online activity helps change attitudes to disabilities in the modelling industry
Sparking debate by engaging online authorities on the sensitive issues between disability and fashion
The aim was to raise awareness of the TV series and to spark debate about the core issues by engaging online authorities
During the campaign, which had to be handled with extreme sensitivity, we had ongoing conversations with over 200 online influencers from the recruitment phase (for the show's contestants) through to the final episode of the show. We set up partnerships with websites and blogs, which subsequently reported on events in the show and published weekly poll results and interviews with the contestants. This resulted in a consistent flow of communication, interaction and engagement with online audiences.
We advised the BBC regarding communications across all social media channels, including news sites such as the "Comment is Free" section on Guardian.co.uk and the highly active BBC Ouch! message board.
In addition, we issued optimised press releases with key search terms to ensure greater visibility in search engine results.
As part of a fully integrated offline/online campaign a total of 25 interviews were set up with the contestants as they were eliminated from the competition including an interview with mentor, Jonathan Phang. We secured coverage in the Metro newspaper and an exclusive front page interview with the Daily Mail (Femail) for the winner - Kellie Knox - to drive conversations online.
At the end of the campaign the key search term "disabled model" dominated the first page of Google.
A total of 876,000 pieces of online coverage which referenced "Missing Top Model" was achieved. This included coverage on mainstream sites such as Sunonline.co.uk, Guardian.co.uk, Metro.co.uk, Londonpaper.co.uk, and Telegraph.co.uk. As well as specialist sites such as Fashioncapital.co.uk, Femalefirst.co.uk, Trendhunter.co.uk, Digitalspy.co.uk and Disabiltynow.co.uk.
1,647 blogs mentioned the key search term "Missing Top Model" and over a 1000 people joined the "Missing Top Model" Facebook group.