We proposed creating an online community for Missy Elliott and our target audience, females aged 14-22, to support her new clothing collection. At the heart of the community is a ‘have-your-say’ feature.

Young females are wary of collaborations between musicians and brands. They hate being talked down to. Using the proposition ‘the ME I can be’, we allowed them to speak their mind.

Users’ quotes were used throughout the site and Missy’s urban safari, style tips, plus exclusive mobile content delivered extra inspiration for discussion. It worked. 2,200 joined the community and 190,000+ visited the site in the first 3-months.