Marks & Spencer's Got Talent

Against the backdrop of a crowded and challenging retail market, M&S wanted to generate excitement around their new range of kids clothing via a different approach. 

Key Statistics

The M&S online hub had over 80,000 visitors

The Challenge

Against the backdrop of a crowded and challenging retail market, M&S wanted to generate excitement around their new range of kids clothing via a different approach. 'Do Your Thing' was created 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 people’s perception of their kidswear range.

The Idea 

In order to effectively reach M&S's target audience of mums, children, and families collectively, ITV created a multi-platform campaign leveraging Britain's Got Talent’s big family audience.

Starting with targeted M&S adverts on the Britain's Got Talent YouTube channel, this was followed by adverts in the National press and social media sites.

An online video ad was launched around BGT and This Morning to target families and mums respectively. This drove viewers to visit the M&S hub on ITV.com where they could upload videos of their children 'Doing Their Thing'.

The Results 

As a result of the online campaign, M&S successfully engaged their customers, receiving nearly 600 video entries to the 'Do Your Thing' campaign.

M&S's online hub within ITV.com received over 80,000 visitors and the M&S website saw a significant increase in online traffic. Perception of the M&S clothing line was rejuvinated and enhanced. The results exceeded M&S’s expectations for the campaign by five times.

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    Visitors to M&S online hub within ITV.com
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    Click Through Rate of pre-roll video on [b]YouTube[/b]