Social media spotlight: M&S reels in proud parents with #TellingTales campaign
Called ‘Telling Tales’, the campaign invites parents to share the most outrageous or amusing excuses their kids have given them for coming home with a messy uniform. Six of the best will be picked to be immortalised in a lovely kid-friendly drawing from one of the UK’s best illustrators.
This kind of user input/brand output strategy works well; fans like to see that companies are paying attention to what they’re saying, and that a brand goes to some effort to reciprocate always puts a tick in the ol’ brand affinity box. For example, Honda recently saw a huge increase in engagement following its Vine campaign, and Heinz ran a similar campaign where Finnnish artists turned avatars into artworks using ketchup.
And of course, that #TellingTales is a conversation focused on kids will also prove popular. Any campaign that involves parents waxing lyrical about their offspring is a guaranteed hit (a la Capri Sun and Lush).
#TellingTales only launched today, but already the responses are coming in. However, the campaign is only Twitter-centric, which may prove a lost opportunity as, naturally, the brand has advertised it to its Facebook fans, where the conversation has really taken off (despite M&S’s delicate request that the chatter move to Twitter). When it comes to a topic of this nature, 140 characters doesn’t really cut it, and Twitter’s platform is not as conducive to back-and-forth natter among a group as Facebook’s. #TellingTales has all the markings of a solid campaign, then, but could no doubt benefit from a more joined-up social approach.