How Misako benefits from UGC | Case study

 

Misako, the Spanish handbag and accessories brand, underwent a rebranding after 25 years in business in order to adapt to the digital environment and attract a younger audience.

This success story explores how Misako has used Flowbox to implement a user-generated content strategy that allows the brand to connect with its new target audience, who are younger and more demanding when it comes to the authenticity of the content the brand shares.

Flowbox has helped Misako achieve an engagement rate of 7.17%, which represents users who interact with UGC galleries on the website, as well as a click-through rate of 7.97% on the buy button for UGC connected to products (CTA engagement per engagement), directing users to product pages.

The Numbers

The Story

Misako is a Spanish fashion accessories brand founded in 1998 in Barcelona. Since its inception, the company has focused on offering trendy bags and accessories at accessible prices, without compromising quality or design.

With a clear vision and focus on fast fashion, Misako has managed to expand rapidly, becoming a leading firm in Spain and establishing an international presence through marketplaces like Amazon and Zalando.

After decades focused on physical retail, the brand needed to transcend its image and strengthen its online presence, especially in a post-pandemic landscape where social media became the main platform to engage with new generations.

In this process, UGC was identified as the ideal lever to convey authenticity, freshness, and closeness, allowing the brand to showcase its products in real contexts and connect more directly with its customers.

The Challenge

For Misako, the main challenge consisted of transferring years of offline history to a digital environment that, after the pandemic, proved to be highly competitive and dominated by younger audiences.

“Misako is already a 25-years-old brand, and when we started, it was totally an in-person business. Then, as the years went by, we ended up in the digital sphere as well. So, at that moment, post-pandemic, we realised we had to do a rebranding to captivate this new generation and this new type of audience.”
Aleix Pi, eCommerce Manager at Misako

Before integrating a UGC strategy, the brand faced challenges in:

• Connecting with new generations who consumed brand content digitally
• Strengthening its digital positioning after years of being primarily a physical business
• Increasing the generation of authentic and attractive content that would inspire its new target audience

Although UGC presented itself as the ideal solution to achieve the above objectives, the processes of collection, media rights requests, and distribution to the company’s various channels, performed manually, required many resources from the team.

It was essential for Misako to have a UGC management tool that offered agility and efficiency in managing that content. The brand chose Flowbox as its UGC platform.

“Flowbox is very close to us (we’re both in Catalunya), and that closeness is very important to us. The platform is very easy to use and that’s also very important, as well as the process and cost optimisation that this involves.”
Aleix Pi, eCommerce Manager at Misako

“(Flowbox) helps us in the sense that it’s very visual, very intuitive, which makes it easy to use. We also use the automation of sending messages to request the rights to certain images, which, before, evething was done manually, one by one, and now it’s done automatically with the profiles that you select from the platform. So, the ease of use is what Flowbox provides us.”
Violeta Julbe, PR at Misako

Beyond the platform, Misako needed to target a younger audience without losing classic customers.

“And of course, with this change, in the end, the aim is to continue along these lines of closeness, freshness, etc. So here is where UGC and Flowbox come in. Because, evidently, content that is created naturally, in a fresh way, that is attractive, gives that sensation, gives that image that something has changed, that something is different and that something is closer, younger, fresher. So, Flowbox has helped us continue along those lines which is what we were looking for since the rebranding, to aproach a younger audience without losing our adult audience.”
Violeta Julbe, PR at Misako

 

The Solution

To address these challenges, Misako deployed a multichannel strategy supported by UGC and the Flowbox platform.

“With four clicks you can already approve and upload content from any person or influencer, and this ultimately makes it easy for you, it allows you to make faster decisions, and to always being on top of current trends, because you’re not wasting time on who thinking who or what to choose. Everything is ready for you and you can solve it in a quick moment.”
Aleix Pi, eCommerce Manager at Misako

The brand’s integrations include user-generated content galleries in their email marketing campaigns, on their Instagram profile, and on home, community, and product pages.

These integrations across Misako’s channels target different objectives of the brand’s global content strategy.

• In email marketing campaigns, the team has implemented UGC galleries to provide post-purchase follow-ups and incentivise customers to share content with their products, in exchange for discounts and other benefits, thus fostering repeat purchases and expanding the community’s organic reach.
• On social media, their Social Media Manager alternates between brand content and content generated by customers and influencers, both in Stories and in the feed, to give a perception of closeness.
• On the homepage, Misako has integrated a carousel of user-generated images that show the brand’s style and how customers use their products. This manages to attract user attention to content that would otherwise be forgotten at the bottom of the page.
• On the community landing page, the brand leverages the initial banner to communicate specific promotions to incentivise content generation among community members, such as discounts for uploading photos after purchase.
• On product pages (PDP), the team has integrated customised galleries that allow viewing different uses, color and size variants, and accessing purchase without leaving that view, promoting up-selling and cross-selling of Misako products.

“I think it’s the PDP one of great importance, since it’s practically at the final moment of buying. (The customer) has already seen your website, has seen your home page, knows what they want, enters a product, from here you have little left to convert them.”
Aleix Pi, eCommerce Manager at Misako

The ability to connect product catalogs directly to these authentic content galleries allows for higher conversions on the website.

Users can explore and be inspired by this content and click the buy button to automatically go to the product page.

“Having shoppable content in the product pages helps us boost the up-selling or cross-selling that the customer may need. Having everything in one product page and having it in a sequence allows you to see different versions of the same product or different products. This helps us eliminate obstacles so that the customer can finalise the purchase.”
Aleix Pi, eCommerce Manager at Misako

Misako’s marketing team benefits from UGC moderated by Violeta. She is the first filter of the content, and who decides if it meets the brand’s requirements regarding natural light, product prominence, and conflicts with other brands.

Once she has moderated the content and it’s available in the approved folder, the rest of the team uses it for different purposes.

“The other teams also benefit from this advantage. If I filter all that content, moderate it and use it for social media, then, for example, the eCommerce team can also use this content for the website. And also the newsletter person, it’s true that there have also been many times that they’ve used it for their newsletters. So, let’s say I do a first filter, but then there are other teams that also benefit from Flowbox.”
Violeta Julbe, PR at Misako

One of the aspects that Misako’s team highlights about the Flowbox platform is the ease of use, and the time savings it provides thanks to task automation.

For a brand that receives as much content as Misako, it only requires one moderator to select content, request media rights, connect products, and approve it for distribution.

“You’d be surprised how little time it takes to moderate content. Personally, I log into Flowbox once a week, I moderate everything and if I see that there is more traffic or whatever reason or there is more content coming in, then I log in twice a week. But at least once a week and I invest around half an hour on it.”
Violeta Julbe, PR at Misako

Thanks to Flowbox, Misako managed to transform its content strategy, integrating the authenticity of its community across all its channels.

UGC not only improved engagement and conversion metrics, but also reinforced the brand’s perception as a close and fresh project, aligned with the expectations of new generations without giving up its traditional customers.

The ease of use and close support from Flowbox allowed Misako to quickly scale this initiative, optimizing resources and consolidating an active community that today is an essential part of its storytelling.

The Flowbox Experience