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M&S Kidswear and ITV 2011 Partnership.  M&S kidswear sales were down  Budget constraints  Get younger and cooler  Create excitement around the new.

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Presentation on theme: "M&S Kidswear and ITV 2011 Partnership.  M&S kidswear sales were down  Budget constraints  Get younger and cooler  Create excitement around the new."— Presentation transcript:

1 M&S Kidswear and ITV 2011 Partnership

2  M&S kidswear sales were down  Budget constraints  Get younger and cooler  Create excitement around the new range ………..In 4 weeks The Challenge

3 Campaign Idea – ‘Do Your Thing’ Delivered Though - Competition to recruit new faces Campaign Objective – Encourage engagement and challenge brand perception Target Audience – Dual reach opportunities The Brief

4 The Idea Leveraging ITV’s trust, credibility and massive family audience, to create an innovative and effective campaign. Benefiting from the BGT halo, ITV will propel the M&S Kidswear promotion into the hearts and minds of the nations families.

5 Page 5 How it Worked ITV Platforms itv.com ROS BGT on YouTube BGT site Itv.com HPT National press M&S.com ITV newsletter Targeted TV spots around In-store SEO Other Media Channels M&S Owned Platforms Social Media Free Media PR CITV site

6 YouTube Channel Start date 16 th June

7 Launch Weekend – 23 rd June

8 National Press

9 Display Formats 728x90 300x x60 VOD

10 itv.com Home Page Takeover

11 The Hub

12 Impressions = TV SPOT = 1 st BGT HPTO Source - ITV LIVE FINAL HPTO SaMWFSuTuThSaMWFSuTuThSaMWFSuTuThSaMWFSuTuTh Start of live shows Press releases (21 st April) ‘Winners selected’ 26 th May – 2 nd June ‘Enter now’ 21 st April – 23 rd May Online Phasing ‘Winners announced’ 4 th June

13 Competition Closed – 4 th June

14 The Results  577 people have uploaded videos of their kids  80,418 unique visitors to the M&S hub  YouTube pre roll CTR 3.82% More UUs than… * UUs in May ‘11 according to Nielsen NetView & Nedstat

15 The Results  146,539 page impressions  Average dwell time almost 4 minutes Almost as many page impressions as… * UUs in May ‘11 according to Nielsen NetView

16 Learnings  2 trusted brands coming together  Keep it simple  Money can’t buy prizes  Increase the sales message

17 Appendix

18 Grandparents % Age groups Source: GB TGI 2010 Q1 (Jul 2009 – Jun 2010) The vast majority of kidswear is bought by women between the ages of The Audience

19 Hub visitors Impressions = TV SPOT = 1 st BGT HPTO Source - ITV LIVE BGT FINAL HPTO SaMWFSuTuThSaMWFSuTuThSaMWFSuTuThSaMWFSuTuTh M&S winner revealed (4 th June) M&S 4 winners revealed (26 th May) Press releases (21 st April) ‘Winners’ 26 th May – 9 th June ‘Enter now’ 21 st April – 23 rd May 5 th June 45% referral 44% direct 10% search

20 Total impressions vs. CTR% 0.16% 3.82% 0.99% 0.06% 0.16% 0.37% 0.34% 0.18% 0.19% 0.23% 0.41% 0.22% 0.36% Impressions CTR% Source - ITV Overall %CTR:

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