Marks and Spencer
Background
'Do Your Thing' was the M&S campaign used to launch their latest kids clothing range.
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.
Execution
In order to reach M&S's target audience of mums individually, children individually and families together, ITV created a multi-platform campaign centered around Britain's Got Talent to utilise ITV's trust, credibility and huge family audience.
This started with targeted M&S adverts on the Britain's Got Talent youtube channel on the 16th June 2011. This was continued with adverts in the National press and on free media sites, such as social networking sites.
On the 23rd of June 2011, a video ad was launched around BGT and This Morning to impact on families and mums respectively. All these platforms encouraged the audience to visit the M&S hub on ITV.com where they could upload videos of their children 'Doing Their Thing'.
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.