General information
Country: Belgium
Company: DPG Media
Client: JBC
Sector: Fashion, Media
Time Period: February 2023
Media: TV, social media, e-commerce
Campaign objectives: JBC wanted to promote an exclusive clothing collection. The campaign aimed to bring the show’s visuals into fans’ lives through a dedicated clothing collection. At the same time, attracting new customers and driving traffic to both e-shops and physical stores.
Context
DPG Media and Belgian fashion retailer JBC embarked on a collaborative campaign that combined the fame of The Masked Singer competition with the launch of an exclusive clothing collection. The Masked Singer, a popular television show in Belgium known for its unique blend of mystery, entertainment, and stunning costumes, provided an excellent opportunity to extend its brand into the fashion industry.
Creative Minds
The campaign was a collaborative effort between DPG Media, the media company behind The Masked Singer, and JBC, a trusted and popular fashion retailer in Belgium. The idea was to use The Masked Singer’s visuals to create a clothing collection featuring items like a hoodie with a customizable back and a T-shirt with an image of the character and the option to add custom text. Launching the collection concurrently with the show’s on-air debut required synchronized timing and confidentiality. Effective communication between the partners ensured the successful execution of the project, with products available in JBC stores when the first episode aired in February 2023.
Results
The campaign’s success surpassed expectations, leading to an organic integration into the show. The judges and candidates, inspired by the designs, became avid supporters of the collection. Participants embraced the clothing and shared their enthusiasm on social media. For instance, Siska Schoeters, a show participant, shared an image of her daughter unknowingly wearing a shirt with her own mother’s Masked Singer costume. The collaboration between DPG Media, JBC, and The Masked Singer merged entertainment and fashion, engaging a broad audience and enhancing the brand presence of all stakeholders. The alignment of strategic objectives, comprehensive marketing efforts, and a well-executed design process positioned this partnership for success in the dynamic and competitive industry.