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Marks & Spencer’s challenge to us was to create content worthy of interest in the editorial environment and find new ways to generate interest in their video and product offering. We proposed the In The Moment video series, which acts as a portal of culture, to bridge the gap between brand, retail and consumer.
When M&S launched Style & Living - an editorial platform to bridge the gap between brand, retail and consumer - our challenge was to create content worthy of an editorial environment and find new ways to build an audience and drive sales.
We developed ‘In The Moment’, a new and ownable strand of celebrity culture content. Every month, we create a short film celebrating the passions and interests of a celebrity or leader in their field.
Beautifully shot with high production values, the narrative of each film complements the Style & Living editorial content, giving viewers reasons to return and share.
As well as living within the Style & Living section of M&S.com, reaching people already engaged with the brand, we also find new audiences by using our proprietary native syndication platform Pollonize to place the ‘In The Moment’ films within editorial content on third party publisher sites.
In both contexts, our innovative ‘shoppable’ video platform enables viewers to directly browse and buy the items featured in the films.
With a 3 x increase in traffic, 4% click-to-buy, over two million unique visits to M&S.com and over one million minutes of video engagement, M&S have demonstrably benefitted from the power of content to drive commerce.
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Marks & Spencer’s challenge to us was to create content worthy of attention in the editorial environment and to find new ways to generate interest in their video and product offering. We proposed the In The Moment video series, which acts as a portal for culture, to bridge the gap between brand, retail and consumer.