How M&S drove social audiences to try their Gastropub meals

Find out how Marks and Spencer drove social audiences to try their Gastropub meals.
How-M&S-drove-social-audiences-to try-their-Gastropub-meals

Using content from Vamp’s foodie-focused influencers, Marks and Spencer drove almost 20,000 clicks to their website.

 

Objectives

 

When M&S relaunched their Gastropub meals, they needed engaging social content that could raise awareness, inspire their customers to shop and be easily converted into ads for brand owned and paid media channels. They hoped this would drive consideration, footfall and in-store purchase of the Gastropub range.

How-M&S-drove-social-audiences-to try-their-Gastropub-meals
How-M&S-drove-social-audiences-to try-their-Gastropub-meals

Strategy

 

The campaign combined a beautiful influencer content with strategic paid media boosting.

Phase one

53 Vamp creators in the parenting, foodie and lifestyle sectors and with an affinity to the M&S brand, were selected. They each created content that showcased a variety of starters, mains and desserts, promoting the range as a go-to for quality dining at home. They shared this content with their engaged audiences via Instagram posts and Stories.

Toolkit

How-M&S-drove-social-audiences-to try-their-Gastropub-meals
How-M&S-drove-social-audiences-to try-their-Gastropub-meals

Phase two

Next, Vamp developed a boosting strategy designed to amplify the influencer content. This would generate greater reach and awareness of the range amongst key audiences, while driving engagement and website traffic to build purchase intent. This strategy was adapted throughout the campaign so that budget could be redirected towards the best performing posts to maximise reach, engagement and traffic.

How-M&S-drove-social-audiences-to try-their-Gastropub-meals
How-M&S-drove-social-audiences-to try-their-Gastropub-meals

Results

 

  • 97.6% higher than average engagement rate, compared with the industry benchmark for influencer Instagram posts
  • 19,476 clicks to the M&S website
  • £0.82 cost per click, 42% lower than industry benchmark

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