Post on 01-Apr-2015
transcript
M&S Kidswear and ITV 2011 Partnership
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.
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
SEOSEO
Other Media
ChannelsM&S Owned
Platforms
Social Media
Free Media
PRPRCITV site
YouTube ChannelStart date 16th June
Launch Weekend – 23rd June
National Press
Display Formats
728x90
300x250
683x60
VOD
itv.com Home Page Takeover
Impr
essi
ons
= TV SPOT
= 1st BGT HPTO
Source - ITV
LIVE FINAL
HPTO
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
Start of live shows
Press releases (21st April)
‘Winners selected’26th May – 2nd
June
‘Enter now’ 21st April – 23rd May
Online Phasing
‘Winners announced’
4th June
Competition Closed – 4th 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
Appendix
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 25-49
The Audience
Hub visitors
Impr
essi
ons
= TV SPOT
= 1st BGT
HPTO
Source - ITV
LIVE BGT FINAL
HPTO
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
M&S winner revealed (4th
June)
M&S 4 winners revealed (26th
May)
Press releases (21st April)
‘Winners’26th May – 9th June
‘Enter now’ 21st April – 23rd May
5th June 45% referral44% direct10% search
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%
Impr
essi
ons
CTR%
Source - ITV
Overall %CTR: