Case Study: ITV achieves higher brand recall and prime-time user-generated ads with Miappi

ITV Choose Miappi for The People’s Ad Break

ITV turned to Miappi in May 2020 when COVID-19 lockdown restrictions meant brands could no longer shoot traditional TV creatives. The ITV in‑house production team needed a way to get advertisers back on screen, so they engaged Miappi to provide a user‑generated content (UGC) solution and a Miappi‑powered upload form to collect viewer submissions.

Miappi powered The People’s Ad Break: viewers recreated iconic adverts and uploaded videos via the Miappi form, five winning remakes were edited into a new TV commercial and aired during Britain’s Got Talent. The campaign delivered strong results — Unruly testing showed the remakes scored 73–84% brand recall versus a UK average of 65% — and ITV is continuing to work with Miappi on future projects.

ITV