M&S’s Clothing & Home Marketing team has launched a Digital First 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 impact execution across multiple channels including national press and digital out of home.
This is the first major Clothing & Home campaign following the restructure of M&S’s Marketing function and represents the start of a new conversation with customers about M&S Clothing & Home products, one that is more seasonally relevant, more inspirational and more agile in utilising digital channels to target customers.
M&S’s Marketing team is using digital channels to help achieve the Clothing & Home business’ aims of moving to one third of sales online and growing customer share of busy mums and dads. TV advertising will be exclusively through video on demand services, allowing more effective customer targeting and M&S is using Google Inventory Advertising, so customers can easily search what is in a local store when they’re nearby. Following M&S’s success as one of the first retailers to utilise Shoppable Instagram, the team will continue to develop this channel 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 also use Shoppable Facebook with inspirational videos and clear links for customers to purchase.