Case Background
Under the new normal, the annual celebration of love could not be celebrated outside. The British retail giant M&S launched a Valentine's Day food promotion, hoping to release a "tailor-made" campaign on Tuke. By collaborating with popular overseas influencers, they shared ideas for a family Valentine's Day feast with consumers, promoting products in a lighthearted way and creating a marketing hotspot for Valentine's Day.
Solution
To set the atmosphere for the annual celebration of love, M&S collaborated with three British influencers on Tuke to recreate M&S's locally well-known humorous advertising style, paired with highly recognizable brand elements. They showcased guilt-free foods, desserts, and drinks that could be enjoyed at home during Valentine's Day, transferring the joy of celebrating Valentine's Day and the wonderful experience of dining out to the home environment.
TopView and In-Feed Brand Premium ads on Tuke are highly engaging, directing users to the M&S website to browse the full Valentine's Day feast menu, ultimately driving purchase conversions. This marketing campaign resonated within the UK Tuke community, combining authentic, humorous content with clear messaging, successfully attracting the attention of millions of users.
Marketing Effect
The brand captured user preferences and key consumption needs, leveraging Tuke platform features to enhance users' understanding of the brand, expand product awareness, and bring a steady stream of traffic to new products.
From February 10th to 14th, M&S ads resonated within the community, with video views exceeding 18.5 million, average watch time over 4 seconds, and ad click-through rate over 15%. This marketing campaign performed excellently, spreading brand and product awareness and providing the Tuke community with lighthearted content.
