CASE STUDY: Marks & Spencer's promote their Supima range

Provided by Time Inc. UK
A successful partnership between Marks and Spencer and Time Inc to promote the store's new Supima bed linen & bathroom range.
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What was the Challenge / Background of the Campaign?

Marks & Spencer wanted to promote their range of Supima bed linen and bathroom towels. The range is made from soft-woven US pima cotton and are available in a wide variety of colours.Marks & Spencer's objectives for the campaign were three-fold: 1)To raise awareness of the Supima range at Marks & Spencer. 2)To promote the benefits of Supima cotton. 3) To increase purchase consideration of the Marks & Spencer Supima range. Ideal Home, the UK's leading home interest magazine was a perfect synergy with one of the UK's leading retailers.

What was the Campaign Objective?

To raise awareness of the Supima range at Marks & Spencer.

What was the Solution?

Time Inc developed creative campaign for Marks & Spencer Supima range in Ideal Home. The activity included a pull out advertorial highlighting the benefits of the Supima range, and a separate promotional voucher with a 30% discount off the Supima range at Marks & Spencer.

What were the Results?

Time Inc conducted a two stage ad effectiveness research project amongst readers of Ideal Home, using IPC's own customer database. The research demonstrated that the Marks & Spencer promotional feature in Ideal Home achieved high standout, with 6 in 10 recalling the de-branded feature. There was also strong brand attribution, with 7 in 10 readers accrediting the de-branded feature to Marks & Spencer. The Ideal Home promotional feature successfully highlighted the key benefits of the Supima range at Marks & Spencer.

What were the Key Learnings of this Campaign?

"Time Inc's research enabled us to clearly see the effectiveness of the campaign in Ideal Home. It demonstrated the high awareness of the promotional feature and how Ideal Home readers are more likely to purchase products from our Supima range as a result of reading the campaign." Liza Freudmann Head of Marketing M&S.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsIdeal Home's readership of 1,005,00
25 - 34
35 - 44
45 - 54
Female
AB
ABC1
Main Shopper
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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