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

The Hub

www.itv.com/marksandspencer

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: