M&S has partnered with Future Publishing – a global platform for specialist media – in a bid to increase awareness of M&S’ Home range during the golden quarter of retail.
Running from October 2022 to January 2023, the ‘Make a Style Statement’ campaign targets a ‘modern and mainstream’ home interest audience and has been seen across Future’s leading home and women’s lifestyle titles, including Ideal Home, Livingetc, Homes & Gardens, Style At Home, Woman & Home and Marie Claire.
To raise awareness of the retailer’s home products the campaign combines carefully curated content, editorial shoots, influencer talent new interactive articles, shoppable ad formats and innovative new print executions.
According to M&S, the campaign has exceeded expectations, delivering 185% of the reach KPI for its 12 social amplification packages, and surpassing its target by 2.5 million impressions. The videos produced for the campaign also collectively delivered over two million views – 336,000 views over the KPI. To add to the success, the campaign reached over one million additional users on Pinterest also.
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“Future’s publications were the perfect fit to dial up the style credentials of M&S Home,” M&S head of brand marketing, Vanessa Logan, said.
“By making use of both Future’s experienced editorial approach and style-seeking interior-loving audience, M&S was able to tap into a multi-channel partnership opportunity focused on inspiring these modern readers to adopt three core home ranges.”
The British retailer believes that the positive results gained from this campaign proves the value premium publishers have in helping ‘leading brands bring their ideas to life’.
Future Ideal Home and Style At Home editor, Heather Young, added: “As the number one home interest print publisher and homes network in the UK, with an audience of over 20 million adults, Future is perfectly placed to raise awareness of M&S Home and its style credentials.
“Future’s homes brands, including Ideal Home and Homes & Gardens, enjoy unrivalled brand loyalty and recognition with house-proud homeowners, who trust their Editors when it comes to advice on key interior trends and how to achieve them.”
