“Using influencer marketing for Marks and Spencer’s #RethinkWithMandS Campaign around expression of gratitude this festive season”
ABOUT THE BRAND
Marks and Spencer, more commonly known as M&S is a multinational retailer headquartered in London. The brand specializes in clothing, home products as well as beauty products of its own label. It now has approximately 70 stores across 30 cities like New Delhi, Amritsar, Mumbai, Pune, Kolkata, Bangalore, Chennai, Kochi, Bhopal, Kanpur, Hyderabad and Chandigarh among others in India. The brand also has an Indian extension to its online website that provides a wide range of products in the clothing and beauty sector for men, women and children and allows the users to shop from the comfort of their homes.
ABOUT THE CAMPAIGN – #RethinkWithMandS
This year has been a strange and difficult year for all of us. This campaign was launched in order to allow people to pause for a moment, rethink and express their gratitude to the ones who have helped them deal with all the challenges this year posed on the remarkable occasion of Diwali. In India, the festival of Diwali provides ample commercial opportunities to brands in the Clothing and Gifting segment. It also provided a key brand building opportunity for M&S to align the brands vision of “making every moment special” through their campaign.
The second phase of the campaign involved encouraging the audience to rethink outside the box and spice up any traditional outfit or piece of clothing that is emotionally close to them using signature pieces from M&S for the festival season.
The main aim of the campaign was to carry across M&S’ “Make every moment special” messaging and highlight the gifting aspect as a means of expression in our community in order to encourage more and more people to give back this Diwali.
CAMPAIGN EXECUTION
M&S wanted to change the perception of its target customers towards the brand’s plain and formal autumn wear. To achieve this influencer.in and M&S collaborated with multiple influencers to style their traditional Diwali outfits that are close to their hearts and add a twist to the same by using signature M&S pieces. Through this, the brand was able to position itself as a Stylist for its customers and enabled them to rethink their Diwali look with an added stylish twist. This part of the campaign was executed with the support of influencers namely – Roshni Bhatia, Juhi Godambe and Pavitra Sagar.
Link to the post – https://www.instagram.com/p/CHcLomzpviG/
The second part of the campaign, the aim of which was to encourage the viewers to give back to the community and people around them this Diwali was executed by another set of influencers who partnered with M&S and influencer.in. These influencers gifted curated M&S beauty boxes to unconventional people in their lives in order to express their gratitude. The hashtags #RethinkWithMandS and #MarkThisDiwali were employed to create brand awareness and communicate their message to the audience. Fashion & Lifestyle Influencers Heli Ved, Neer Jaisingh, Prabhat Chaudhary to name a few, created content to share the brand’s campaign with their audience.
Link to the post – https://www.instagram.com/p/CHQLGqslwCZ/
OUTCOME OF THE CAMPAIGN
For the campaign, influencer.in and M&S partnered with a total of 8 influencers. The campaign successfully managed to achieve a combined reach of more than 300K as well as got 400K+ views. It also created more than 300K impressions on Instagram alone. The act of giving back and expressing gratitude by means of gifting brought joy and happiness to thousands of people who came across this initiative. The Hashtag #RethinkWithMandS was used in over two thousand posts all over Instagram where creators either engaged in rethinking outside the box by creating stylish outfits using M&S clothing or performed a random act of kindness by gifting M&S beauty box to their loved ones on the occasion of Diwali thus enabling the brand in achieving its goal firstly, of changing the image of its clothing collection as plain and formal and secondly, communicating its message “Make every moment special”.
Over 2000 posts created using the designed hashtag #RethinkWithMandS
Campaign Metrics:
Number of Influencers – 8 influencers
Total Reach – 3 lakh+
Total Engagement – 9 lakh+
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