Search:
Newsletter signup:
Engagement

The business of social media marketing, storytelling and gamification

Social Business

Integrating social business thinking and technologies throughout the enterprise.

Social Analytics

The business of social media listening, understanding and reputation

Sustainability

Social media meets social responsibility.

Social Commerce

Where social media relationships translate into transactions

Home » Engagement, News, social media advertising, social media marketing, Social Media News

Social media spotlight: M&S reels in proud parents with #TellingTales campaign

Submitted by on August 12, 2013 – 8:57 amNo Comment

Department store chain Marks & Spencer is promoting its durable back-to-school uniform range with a smart new campaign aimed at socially-savvy parents.

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.

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.