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.

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 SEO Other Media Channels M&S Owned Platforms Social Media Free Media PR CITV site

YouTube Channel Start date 16 th June

Launch Weekend – 23 rd June

National Press

Display Formats 728x90 300x x60 VOD

itv.com Home Page Takeover

The Hub

Impressions = TV SPOT = 1 st BGT HPTO Source - ITV LIVE FINAL HPTO SaMWFSuTuThSaMWFSuTuThSaMWFSuTuThSaMWFSuTuTh Start of live shows Press releases (21 st April) ‘Winners selected’ 26 th May – 2 nd June ‘Enter now’ 21 st April – 23 rd May Online Phasing ‘Winners announced’ 4 th June

Competition Closed – 4 th 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 The Audience

Hub visitors Impressions = TV SPOT = 1 st BGT HPTO Source - ITV LIVE BGT FINAL HPTO SaMWFSuTuThSaMWFSuTuThSaMWFSuTuThSaMWFSuTuTh M&S winner revealed (4 th June) M&S 4 winners revealed (26 th May) Press releases (21 st April) ‘Winners’ 26 th May – 9 th June ‘Enter now’ 21 st April – 23 rd May 5 th June 45% referral 44% direct 10% 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% Impressions CTR% Source - ITV Overall %CTR: