1. M&S Kidswear and ITV 2011 Partnership

2.  M&S kidswear sales were down  Budget constraints  Get younger and cooler  Create excitement around the new range ………..In 4 weeks The Challenge

3. 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

4. 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.

5. 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

6. YouTube Channel Start date 16 th June

7. Launch Weekend – 23 rd June

8. National Press

9. Display Formats 728x90 300x250 683x60 VOD

10. itv.com Home Page Takeover

11. The Hub www.itv.com/marksandspencer

12. 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

13. Competition Closed – 4 th June

14. 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

15. 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

16. Learnings  2 trusted brands coming together  Keep it simple  Money can’t buy prizes  Increase the sales message

17. Appendix

18. 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 25-49 The Audience

19. 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

20. 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: