M&S LAUNCHES MOST DIGITAL MARKETING CAMPAIGN TO DATE: “MUST-HAVES”

  • New inspirational product campaign for M&S Clothing & Home across online, mobile and in-store
  • Focus on digital channels including VOD, Google Advertising and Instagram

M & S ’ s Clothing & Home Marketing team has launched a Digital First political campaign that celebrates and shares with customers the Must-Have wardrobe essentials for the coming season across Womenswear, Menswear, Kidswear, Home and Beauty. Must-Haves will launch with a high impingement execution across multiple channels including national crush and digital out of home .
This is the first major Clothing & Home crusade following the restructure of M & S ’ s Marketing function and represents the begin of a new conversation with customers about M & S Clothing & Home products, one that is more seasonally relevant, more inspirational and more agile in use digital channels to target customers .
M & S ’ s Marketing team is using digital channels to help achieve the Clothing & Home clientele ’ aims of moving to one third gear of sales on-line and growing customer share of busy mums and dads. television receiver advertise will be entirely through video on demand services, allowing more effective customer target and M & S is using Google Inventory Advertising, so customers can well search what is in a local shop when they ’ rhenium nearby. Following M & S ’ second success as one of the first gear retailers to utilise Shoppable Instagram, the team will continue to develop this groove through the campaign, using the highly popular channel to highlight Must-Have products – from the Must-Have satin blouse to the Must-Have checked blazer. The campaign will besides use Shoppable Facebook with inspirational videos and clear links for customers to purchase .
Nathan Ansell, Clothing & Home Marketing Director at M&S said, “ M & S is using modern ways of engaging with our customers and the digital stress with “ Must-Haves ” is the result of customer insight, collaboration across our business and creative thinking, it ’ randomness executed across a highly target range of digital channels and excitingly is our most digital crusade to date.

“ Must-Haves is all about intersection and is designed to show M & S as a stylish and low-cost option for high-quality, seasonal wardrobe essentials – with so much more to come we can ’ triiodothyronine wait to hear what our customers think. ”
The Must-Haves crusade will touch every element of the M & S Clothing & Home have and is supported by wide changes this Autumn including better optimization of on-line product pages for fluid and clearer navigation in storehouse. M & S ’ s Marketing team has separated ocular Merchandising into a specialist team to ensure the most inspirational have in storehouse for customers and the result of this will be discernible in how the political campaign is laid out in shops .
Must-Haves builds on the team ’ s ongoing and strategic “ Love it for Less ” campaign that highlights capital value products across M & S. Must-Haves will run throughout the season with excite elements to come including Instagram television receiver and a Facebook Must-Haves photograph skeletal system, deoxyadenosine monophosphate well as extra campaign plans however to be announced .
Ends
Notes to Editors
Credits
Project name: Autumn 18 – ‘ MUST HAVES ’
Client: Marks & Spencer, Nathan Ansell, Director of Marketing C & H
Zoe Hayward, Head of Marketing C & H
Louise Bancroft, Marketing Manager C & H
Agency: Grey London

Creative Director: Luke Williamson
Art director: Lisa Comerford
Agency producer: Leah Stolerman, James Plaxton
Creative producer: Claire Ramasamy
Planner: Sarah Oberman
Account management: Katie Jackson, Sophie Fredheim, Alice Lowden, Emilie Jenner
Media agency: Mindshare
Media planner: Richard Tudor
Production company: The Production factory
Director: Mark Gostick and Luke Williamson,

Editor: Tim Goddard at Town Productions
DOP: Mark Gostick
Post-production: GPS

beginning : https://shoppingandreview.com
Category : News
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