CASE STUDY: M&S launch their 'Do Your Thing' campaign with ITV
Provided by ITV
M&S and ITV teamed up to challenge peoples' perception of their kidswear brand through user generated content.
What was the Challenge / Background of the Campaign?
The campaign aimed to encourage engagement with consumers by asking people to upload videos of kids 'doing their thing'. By creating an innovative marketing strategy, M&S hoped to challenge peoples' perception of their kidswear brand. Against a backdrop of challenging trading conditions, M&S wanted to create excitement around the new clothing range through a cool and fresh approach to marketing.
What was the Campaign Objective?
To create excitement around the new clothing range through a cool and fresh approach to marketing.
What was the Solution?
In order to reach M&S's key audiences of mums, children and families, ITV created a multi-platform campaign centred around Britain's Got Talent in order to utilise ITV's reputation of trust, credibility and it's huge family audience. The campaign began by targeting the M&S adverts on the BGT you tube channel, followed by adverts in the national press and free media sites. On the 23rd of June 2011, a video ad was launched around BGT and This Morning - each encouraging the audience to visit the M&S hub on ITV.com and upload videos of their children 'Doing their thing'.
What were the Results?
Through the video ad and online campaign, M&S successfully interacted with their customers including nearly 600 video entries to the 'Do Your Thing' competition. M&S's online hub within ITV.com received in excess of 80,000 visitors and their own website saw a large increase in online traffic. Perception of the M&S clothing line was rejuvinated and enhanced. The results exceeded their targets for the campaign by 4 or 5 times than expected.
What were the Key Learnings of this Campaign?
The power of two trusted brands coming together reaped rewards for the Marks and Spencers campaign. Through keeping the campaign simple and providing 'money cant buy prizes' the sales message was increased.