Creators deliver M&S high-quality cost-effective content to drive positive ROAS

Driving direct sales with creator collaborations is the holy grail of influencer marketing. M&S achieved it.

The brief

M&S MENA wanted to elevate their summer collection through Instagram influencers, emphasizing the quality, value, and innovation of their products.

The approach

Leveraging Vamp’s platform, M&S MENA partnered with five creators to produce high-quality, engaging content at scale and more cost-effective than traditional methods. Allowing creative freedom, the campaign showcased the summer collection, achieving a remarkable 24x industry average organic engagement & 1.2 ROAS.

 

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The strategy

Marks & Spencer MENA sought to amplify its summer collection’s offering through a strategic partnership with Vamp. The approach involved collaborating with five creators selected via the Vamp platform, ensuring brand alignment and creative resonance. Vamp’s platform facilitated seamless coordination, from brief to content creation, streamlining feedback and approval processes. The creators were given creative freedom, enabling them to produce authentic, entertaining content that resonated with their followers. This approach not only emphasized M&S MENA’s summer collection but also highlighted the brand’s commitment to quality and innovation. Vamp’s boosting services played a crucial role, driving a positive Return on Ad Spend (ROAS). The highly engaging content, primarily in video format, not only outperformed the industry standard but also seamlessly integrated into users’ feeds on paid social channels. The success of the strategy lay in the collaboration’s ability to harness the creators’ authentic voice and aligning that with M&S MENA’s brand identity. By focusing on cost-effective, high-quality content creation and leveraging Vamp’s boosting services, the campaign achieved outstanding organic engagement rates and drove a positive ROAS.

 

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The outcomes

This campaign shows the importance of allowing creators to produce content in their usual style. By doing so, you’re delivered content that is perfectly tailored to the platform you’re activating on, and the audience you’re targeting. More importantly, it demonstrates the power of boosting your high performing organic content. By doing so, you’re using assets that have already been tested for impact via organic posting, meaning you’re working with assets that will blend into a users feed. This normally leads to higher engagement and conversion outcomes, as demonstrated here.

Organic results Creators: 5 Assets: 5 Video plays: 157,891 Reach: 110,487 Impressions: 63,185 Engagement Rate: 12.9%* *24x industry benchmark

Paid results Impressions: 202,667 Unique Reach: 96,739 Link Clicks: 335 CPM: $12.7 Purchases: 88 Revenue: $3,180.19 (1.2 ROAS)