M&S were looking for a team to challenge them to be more forward thinking with their digital communications during a big transition phase within their business, here are a selection of my favourite projects whilst working with them through this change.
Christmas Gift Finder
Christmas is the single biggest event in any retailers calendar, it’s no exception for M&S. Our role quite simply was to increase the average order value (AOV) of the basket.
Leveraging our two leading fairies; Magic & Sparkle, we created the Gift Finder, a personalised shopping engine that helped you find the perfect gift with IFTTT (If This Then That) thinking throughout, coded to mix and match the entire gifting database and bundle up your shopping for simple checkout.
We saw an uplift of 18.5% AOV.
M&S are renowned for having black trousers and white shirts in every size, they're not so well known for their finger on the pulse styling expertise. Our challenge was to propel them to the forefront of the fashionista frontline, online for the launch of their AW14 collection.
We listened to what the nation was talking about in the run up to autumn and the heard their anticipation around how to dress for the season. By the time we launched we had a stack of insight that meant we could have our stylists prepped and at the ready with our rapid response style advice.
Each day we took the top 5 trending subjects and searches and responded with a socially inspired look created by one of our expert stylists, meaning the nation could step out in confidence for whatever the day threw at them. Over the campaign period each look was added to the window wardrobe meaning our audience could keep coming back for inspiration.
We saw an uplift of 37% and the key item featured in each look sold out within the day, every day, plus users viewed on average three looks each visit.
Following the success of The Social Collection we launched a second version for the Spring Summer range but this time we developed the digital actiity at the same time as the TV ad. This meant we had a rich bank of assets to allow for a joined up creative campaign at a lower cost to produce.
More importantly, when we shifted the team from treating digital as an afterthought and to thinking about digital as a behaviour rather than just a channel, we saw more engagement, more often at every touchpoint.
Back to School
M&S had newly appointed a digitally savvy marketing lead who wanted to shift the focus from print and brochure to a more engaging experience, music to our ears.
For this project I teamed up with my creative lead and between us we created an idea that was built to live beyond a burst of TV and a print run, introducing; 'Inventors Wanted'.