zzzz

ASG2: ASOS Social Media

Campaign Clothing retail
outlet
 Group Members
■ [Group Member 1] - Student ID: [ID]

■ [Group Member 2] - Student ID: [ID]

■ [Group Member 3] - Student ID: [ID]

■ [Group Member 4] - Student ID: [ID]

■ [Group Member 5] - Student ID: [ID]

 Executive summary
• M&S is a multinational retailer specializing in clothing, food, and home products. Its a Leading

retailer in the UK, with a significant presence in Asia, Europe, and the Middle East.

• There are 1,059 Marks & Spencer stores in the United Kingdom as of March 12, 2024. The

country with the most number of Marks & Spencer locations in the UK is England, with 909

stores, which is about 86% of all Marks & Spencer stores in the UK.

• The Majority of content, especially Stories, is organic for audience insight and extended reach.

It has Increased Stories posting frequency for M&S Food to three times weekly.

• The Content Approach is Stories feature gamification and polls for engagement, e.g., Percy Pigs

campaign with Giphy it generated 13.1 million views and Aim is to boost brand awareness

rather than immediate conversions.

• Objectives can be achieved as they have
recently launched a campaign by the name
of hashtag #MyMarks and #MyMarksFaves
• They have currently 68.4K followers on Tik
Tok, as well as 5.7 million likes on
Facebook, 2.1k million followers on
Instagram and 664.6K million followers on
X.
• The aim is to attract a new target audience,
mostly students who have TikTok
accounts. Making it easily accessible for
them and increasing the traffic to M&S.
 Social Media Goals

Business Social media

No. Metric(s)
Objectives Goal

• Traffic from social media – “How many visitors

Generating new leads are coming from your social media channels?”
To increase 25%
through Instagram will • Share of overall traffic – “How much of your
1. Website Traffic by
help in driving traffic to overall traffic does social media account for?”
December 2024.
the website • Bounce rate of social media traffic – “What is
the quality of the traffic from social media?”
No. Business Objectives Social media Goal Metric(s)

• For Facebook groups: Number of posts, likes, and

comments – “How engaged is your community?”
To build a community Building a community
• For Twitter chats: Number of participants and
around the business around the business
tweets per participant – “How many people are
2. within 2 months for (Tracking audience
involved in your Twitter chats, and how engaged
engaging more fully numbers such as total
are they?”
with target audiences. followers)
• Make them interact with famous Instagram
influncer who have a large number of following.

• Likes, shares, and comments per post – “How

many people are interacting with your social
Boost in brand
media posts?”
engagement •
To grow market share • Mentions and replies – “How many people are
Customer promotion of
3. at least 10% by the End mentioning your brand, and how many have you
products through
of the Year. replied to?”
posting using the
• How many of them are making Reels on
Hashtag #AySauce
Instagram With hash tagging #MyMarks
and #MyMarksFave
 M&S! Target Audience
With M&S offering youngster discounts. It promotes a benefit to them choosing M&S to purchase from.
Youngster also make up a large part of Instagram audience. They will be looking for new items that are
NEEDS affordable but fashionable at the same time. M&S also has to be easily accessible to its audience, so
therefore by creating this campaign with Instagram they are able to reach more people who will
potentially become customers.

A challenge to this campaign would be that it doesn’t necessarily reach out to a new target audience as
the older generation may not use Instagram. In contrast to this, it could attract new younger customers
CHALLENGES
as there are many adolescents that will use Instagram. This still limits the reach of the campaign to
new customers.

M&S rely heavily on social media platforms to engage their audiences. This is mostly through their own
PREFERED
app and their Instagram, which has 2.1 million followers, but M&S are also present on Twitter,
SOCIAL
Facebook and Pinterest. With Instagram having a large fan base. This campaign can really help reach
NETWORKS
new potential customers.

With the new campaign being online based, it does not reach those who wish to shop in stores.
However, with the current globalization situation, it has little affect as those customers can do
NEW CAMPAIGN
everything easily from the M&S app and the Instagram app.
 Competitor; BOOHOO

Strengths weaknesses content and

resonant
• High level • Complaints on • Boohoo have a high level Facebook
customer service. social media of customer service but 3.8M likes
• Strong good social platforms such receive more critics over
Instagram
media presence, as Facebook their products on social
as they interact and twitter media which effects their 12.4 M followers
with customers about lack of brand engagement. X
daily. quality from • M&S have better reviews
602.1K followers
• Launching new their products. so they can build a
products and • M&S have community to get more
ranges on their better reviews reviews out of their
social media daily than boohoo. customers. This will drive
with influencers . more traffic through their
already known to website increasing in
boost awareness. sales.
 Competitor; New look
Strengths weaknesses
• Established • New look don't have a
reputation since lot of interaction with
1900s so their consumers on
customers trust their social media
their products. platforms, maybe due
• Strong to having physical
relationships with stores.
suppliers. • Complaints about
• Sell wide range delivery charges and
of brands and missed delivery's
have physical online.
stores where • Loss of over 100 retail
customers can stores due to dept.
see items before • Complaints online
buying. customers over lack of
stock.
content and
resonant
• Due to been
established and also
having stores across
the globe gives them
an edge to their
competitor M&S.
• Customers are more
likely to shop online
due to the customer
service they may Facebook
have received in
their stores. 3.3M likes
However their prices Instagram
compared to M&S 3.2 M followers
are slightly higher
due to their
reputation..
 M&S SWOT Analysis
STRENGTH Weaknesses
• Ethical practices to reduce the impact of their • M&S has not been able to compete with some of
products. They have a strict guidelines for leading industry players when it comes to
sourcing leather so animals don't suffer. M&S are innovation in terms of promoting new products
proud of this and new customers reading about on socials.
this are likely to stay loyal to the brand. • Known for using cliché social media strategies
• Highly rated and positive reviews on their products when introducing new products that’s already
online. been tested on the market and working.
• One the biggest 700 LGBTQ+ network community.
• M&S have 196 factories around the round allowing
them to mass produce.
• Selling over 35 branded and own-brand products
through localised mobile and web experiences,
delivering from our fulfilment centres in the UK,
US, Europe and Asia to almost every country in the
world. - (M&S Official Website)
 Opportunities
• Increasing their marketing efforts. M&S should practice
using social media influencers more often on their social
media to boost sales and awareness
• They could invest in opening physical retail stores,
customers who complain online about delivery are more
likely to go into their stores. This would reduce the
complaints online that everyone can see.
• Changing current trends regularly on the internet will
allow M&S to sell more products as consumers are
always looking for the latest fashion trends.
• Consumers that shop online increase daily, M&S can
use this to their advantage as they’re only based online.
• M&S can make their online shopping experience more
interactive for example, customers been able to ask
about products they’re looking at on their phone, this
would drive the traffic on their website immensely.
Threats
• Even though M&S have a large following on
their social media accounts they have less
interaction with their customers specially
when compared.
• They lack diversity and exclusivity.
• Technology is improving everyday, this puts
M&S at risk as existing retailers and new
retailers are likely to put pressure on M&S
to reduce their costs on products and
making their products more unique.
 Social Media
INSTAGRAM
What it’s best for: To share videos and pictures,
increase brand visibility
Target audience: 62% of customer base is aged
18-34 this group has grown from around 25%
to 35% among men in the same age group, its
rating has jumped from around 8% to 20%.
Types of content we will share: advertisement of
new brand releases, events outfit inspiration,
outfit tags.
Key performance indicators (KPIs): brand
ambassadors consistent engagement
Applause rate, Post Reach, measure financial
value for investors / Stakeholders. Follower
growth, engaged hashtags
FACEBOOK
What it’s best for: To share content,
advertisement pictures, company
information/ update.
Target audience: young people/students
aged 18-34
Types of content we will share: Fashion
updates and insights dealing with
customer queries/ support sales
updates
Key performance indicators (KPIs):
consistency in posts likes/ reactions/
comments engagement
 Measuring Progress
INSTAGRAM
What it’s best for: share videos and pictures also
stories
Target audience: aged 18-34
Types of content we will share: new brand
releases, events, outfit inspiration, company
information
Key performance indicators (KPIs): Follower
Growth Rate, Comments per post Instagram
stories engagement e.g polls website traffic.
Impressions overral follower engagement
FACEBOOK
What it’s best for: to share content,
advertisement pictures, company
information/ update videos
● Target audience: young people/students
● Types of content we will share: : Fashion
updates and insights dealing with
customer queries/ support sales
updates
● Key performance indicators (KPIs):
Video engagement/retention ,reach
,impressions Facebook referral traffic
Click through rate
 What’s not working?
PINTREST
What it’s best for: finding ideas such as recipes,
home style inspiration collage of images to
save and pin for inspiration or planning
● Target audience: Young trendy adults who enjoy
aesthetics different types of fashion
● Types of content we will share: fashion
inspiration, seasonal wear, active wear, food,
M&S
vacation wear
● Key performance indicators (KPIs): sessions
and page views/ repins followers
LINKEDIN
What it’s best for: social networking
platform for professional to advance
your career/find a job, internship
● Target audience: Mature adults with
experience
● Types of content we will share: Job
vacancy internship, industry news/
company updates blogs
● Key performance indicators (KPIs):
Followers, Impressions , company
update stats, engagement rates.
 Content strategy
 Original content created and posted by M&S :
#MyMarks and #MyMarksFave is the use of smart
curation and allows M&S to have hands on
customer engagement.
Facebook posts relatable and funny memes
reaching the target audience
 Content related to M&S that we will share on
our pages regularly:
Celebrity endorsements creating a larger platform
to showcase their brand and products, M&S are
partnered with various celebs who regularly post
fashion related content Fashion memes
 We will post to the following channels this
frequently:
o Instagram – 3 – 5 posts per day
o TikTok – Weekly
o Facebook – Up to 10 posts per day
 Reference
■ https://www.similarweb.com/website/marksandspencer.com/#interests

■ Bevan, J. (2007). The Rise and Fall of Marks & Spencer: and how it rose again. Profile Books.

■ Belch, G. & Belch, M. (29 November 2017). Advertising and Promotion: An Integrated Marketing

Communications Perspective (9th ed.). New York, NY: McGraw-Hill Irwin.

■ Develop Marketing Plan- Objectives and Strategy. Retrieved from: http://www.nibusinessinfo.co.ku

■ Cristal, J. (2018) The Complete Guide to Partnership Marketing Collaborations. London

■ Chaffey, D. (2017). Emarketing Excellence: Planning and Optimizing Your Digital Marketing, Routledge.

■ Halula, J. et al. (2012). Advertising in the digital age. Video file. Owatonna, MN: Learning Zone Express

■ Hartmans, A. (29 November 2017) Here are the 10 Most-Followed Instagram Accounts in 2017. Business

Insider. Retrieved from: http://www.businessinsider.com/instagram-top-10people-2017-2017-11/

 Reference
■ https://www.statista.com/statistics/1102485/number-of-suppliers-of-marks-and-spencer-by-

country/#:~:text=The%20British%20retailer%20Marks%20%26%20Spencer,of%20suppliers%2C%20with%

2094%20factories

■ https://econsultancy.com/marks-spencer-social-media-innovation/

■ https://www.instagram.com/marksandspencer/?hl=en

■ https://www.instagram.com/marksandspencer/?hl=en

■ https://etaileurope.wbresearch.com/blog/marks-spencer-instagram-photo-search-strategy-attract-

younger-audience

■ https://www.semrush.com/website/marksandspencer.com/overview/

■ https://thestrategystory.com/blog/marks-and-spencer-ms-swot-analysis/