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:
M&S kidswear sales were down Budget constraints Get younger and cooler Create excitement around the new range ………..In 4 weeks The Challenge
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
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.
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
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
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
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
Learnings 2 trusted brands coming together Keep it simple Money can’t buy prizes Increase the sales message
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