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M&S Kidswear and ITV 2011 Partnership

M&S Kidswear and ITV 2011 Partnership. The Challenge. M&S kidswear sales were down Budget constraints Get younger and cooler Create excitement around the new range ………..In 4 weeks. The Brief. Campaign Idea – ‘Do Your Thing’ Delivered Though - Competition to recruit new faces

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M&S Kidswear and ITV 2011 Partnership

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  1. M&S Kidswear and ITV 2011 Partnership

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

  3. The Brief 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

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

  6. YouTube Channel Start date 16th June

  7. Launch Weekend – 23rd June

  8. National Press

  9. Display Formats 728x90 VOD 300x250 683x60

  10. itv.com Home Page Takeover

  11. The Hub www.itv.com/marksandspencer

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

  13. Competition Closed – 4th June

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

  15. The Results Almost as many page impressions as… • 146,539 page impressions • Average dwell time almost 4 minutes * 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. The Audience % Grandparents The vast majority of kidswear is bought by women between the ages of 25-49 Age groups Source: GB TGI 2010 Q1 (Jul 2009 – Jun 2010)

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

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

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