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CELEBRITY MARKETING CAN BE EFFECTIVE

How did we manage to increase the number of followers on the M&S IG account by 32% while maintaining a CPM worth the average influencer campaign? Find out in our case study!

WHAT WAS OUR GOAL?

1. Raising awareness of the M&S winter collection
2. Followers increase on M&S IG profile

WHEN DOES IT MAKE SENSE TO USE A CELEBRITY?

In the case of a very broad target group. With celebrities, we are betting on their media awareness across the public, so it makes sense to use not only their followers, but also boosting and above-the-line advertising, which we applied in the strategy of this campaign.

WHAT WAS THE KEY MESSAGE?

Correctly communicating that M&S offers a wide selection of clothing for a variety of occasions from party outfits to very comfortable pyjamas.

Show products in a natural environment for each personality.

Research based on whether the celebrity already shops at M&S and has a positive relationship with the brand.

WHAT CELEBRITIES HAVE WE SELECTED?

Jordan Haj as a representative of the target group of millennials.

Tereza Brodská representing Generation X.

BUT THAT WASN'T ALL

In the campaign we also had names like Jana Paulová (pictured), Sandra Nováková, Marek Němec, Iva Frühlingová, Debora Kellovská, Olga Plojhar and Tereza Raditsch.

THERE WAS ALSO ENTERTAINING CONTENT

Each personality conceived the communication in their own way and this gave the overall campaign its own flair! Take a look at Sandra Nováková’s party, for example.

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AND WHAT WAS THE RESULTS?

KPI

247%

CPE

15,9 Kč

CPM

388 Kč

2 COMPETITIONS AS PART OF THE CAMPAIGN

The competition was run by Tereza Raditsch and Sandra Nováková and generated a total of 2,781 comments, which primarily led to a 32% increase in the number of followers on the M&S IG account. We attribute the above-average CPMs for the celebrity campaigns to a very thorough brief and research that delivered successful outputs beyond expectations. For other celebrity campaigns, we saw double the value.

WHAT DOES THE CLIENT THINK OF THE COOPERATION?

You can read it in his LinkedIn post

NOT SURE IF CELEBRITIES ARE A GOOD FIT FOR YOUR BRAND?

Feel free to drop us a line, we’ll be happy to discuss their involvement with you or put together a different strategy tailored for you.

Let us know! We’ll get back to you promptly.

+420 732 616 864

Petr Srna, CEO

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