Twiggy Campaign
Marks and Spencer is a great warehouse in the UK. This warehouse provides different products which are focused on factors as clothing, household and technological trends. One of M&S best marketing campaigns was the Twiggy Campaign. It reached a large scale of people who got influenced by its ideals and product promotion. It contained media use on television, newspapers and magazines. The Twiggy Campaign contained proper clothing in great volume for a good price. The reason of its big sales and influence into the UK was because of the marketing within it and the ideals that is showed, as it was a change into the market. Combined by M&S’s food factor which was used as an ideal and change into society and market. Due to the food factor, people became more relaxed about habits and changed their attitude and costumer behaviour. This meant a big change into the food market and their own campaign about clothing.
In 2005 Marks and Spencer came up with a fabulous campaign known as the “Twiggy Campaign”. This campaign filled the gap that was in the market, as they only saw this gap and showed that ideals and needs need to be stimulated within the campaign process of product and sales. The model they used, Leslie Horny (Twiggy) showed their new, trendy and fashionable products.
Media planning
To be competitive, the core was to make use of television, magazines and newspapers. M&S first campaign in 2005 was not the only plan in the history of M&S. After this campaign Marks and Spencer still made several times use of “Twiggy” in order to get the attention of consumers. These campaigns unfortunately do not have the impact as it had the first time though still have a lot of influence. Planning made M&S check which target group (teens and woman) had to be focused on. Furthermore they planned to combine their campaign by a food campaign which made more influence on the whole.
Marketing´s agency Sharp of M&S choose commercials on television and advertisements in newspapers and magazine reports because in those days these were the best known media uses to attract the attention of potential consumers. As their chances on the market were running low, almost crucial, M&S had to take immediate action. This immediate action had to be done very well in order to put properly on the market again, which to my opinion succeeded tremendously.
Designing the advertisements
Before the Twiggy campaign, M&S latest advertisement was a commercial with a naked lady running on a hill. This unfortunately was a gigantic fail for Sharp which had serious influence. In order to make a very good comeback, Sharp continued their research and find out what the consumers needed.
Because of their last campaign, I think this gives a lot more reason to focus on the design of the advertisement. At the Twiggy campaign, M&S made use of a rather old-fashioned lay out in the beginning and put more colours and life into the commercials and advertisements at the end. This was to show and let people realise that M&S changes costumer habits and so does the world too. Here, old fashioned living and habits needed to be combined with new fashionable clothing and trends in order to change the way people looked at themselves and were looked at. M&S wanted the people to realise they can change to their own ideals and that their ideals are worked out in the collection of different products e.g. clothing, technology and food that M&S offers. The design within these advertisements needed to focus on the younger females and woman, meaning the environment was needed to be adapted into the commercial for instance in order to relate this to places and situations where this target group is to find.Producing the advertisements
To workout this creativity and ideas, procedures need to be taken. By producing this advertisement, marketing´s agency Sharp made use of media like commercials on television and advertisements in newspapers and magazines. This was all to get customer attention in order to make a comeback and fill that gap in the market of ideals and behaviour. Strong points were the light and situation effects, the colourful products and Twiggy self, who became an example for many people. This investment took a lot of money though was needed in order to make a great comeback, and they did!
"Stuart Rose and the management team had to go to private and institutional investors as well as convince the public of M&S's worth. The idea is that it isn't ours, it isn't Philip Green's, it's yours, and let's return it to its best."
The idea was to focus on reinstilling M&S's core historical attributes of quality, service and value.
Twiggy was chosen as one of the faces for its womenswear campaign - a perfect metaphor for a stylish national treasure making a spectacular comeback.
This article showed that Sharp had a clear thought about the Twiggy campaign. Sharp lined underlined three ideals to put into the campaign:
- The idea that the target group self owns the clothing, not M&S.
- Put historical quality, service and value within .
- Comeback related to womanswear.
Help in identifying the target audience
A important factor of the campaign was to indentify which target group chosen. This depends on decisions by the need or direct choice to use that kind of target group. The target group within the Twiggy campaign consisted of young woman. In order to show the change (what the campaign was about) and the ideals, Sharp choose to show Twiggy, an older woman as the target group.
Though because of the clothing and ideals, Twiggy showed that also older woman can look good in fashionable, trendy and colourful clothes. This idea filled the gap that was there between teenagers and young woman. It combined their ideals and care and made people realise they can make a change into their living and looks by buying M&S products and new product lines.
Providing public relations activity
Covering press releases and news articles, M&S made own articles within magazines and newspapers which showed the products and their whole campaign. As M&S launched these, other newspapers and magazines wanted to write something about this of course. This gave M&S good promotion within the marketing in order to reach even more consumers.
For Sharp, an important factor within these articles was to get M&S a good name. This was done for example by interviewing the inventor of the campaign, Lesley Hornby. This was the real model and his name was popularized by this with influence on the whole marketing campaign and M&S products. People now began to recognize M&S as a super brand which made great effort.
Promotion went on over the years as also Twiggy was used more several times for advertisements of M&S. Not only M&S increased their sales, also the other newspapers etc. Now had a topic which was the trend and needed to be written about.
C&A
C&A is just like Marks and Spencer a well known brand and warehouse in clothing. They are well known around Europe and consist of nowadays more than 1000 shops. Only 110 are based in Holland. The clothing is mend for all ages and is focused on every occasion for a low price. Together with Jan Smit, they make campaigns that focuses on Holland and bring out their products to reveal certain ideals. These ideals, same as M&S, are combined by living and behavior. C&A also wanted to make that change in Holland, by making clothes that with everyone and sell clothing for every occasion. Just like Twiggy self was used as a model for M&S, Jan Smit is used in C&A. This is very handy as people have seen hem grew up through the years of his carrier.
National
Though it is offered on a national basis. The market potential of this campaign is considered only on Holland, meaning their campaigns are only focused on Holland. C&A collaborated with Jan-Smit and set up Jan Smit his own line called J-Style. This line got under the attention by C&A’s marketing agency that targeted at younger people with interest in the Dutch culture. As Jan Smit was an idol, they wanted to create them as an icon for C&A. Digital
C&A’s marketing agency make use of TV commercials with Jan Smit in it. This shows the celebrity of Jan Smit who wears C&A’s clothing within the section; J-Style. By using satellite television, C&A can reach a lot more people, though Jan Smit advertisements are rather considered and used on national basis(Holland). This is because it is targeted as fashion icon of C&A for Holland only.
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Furthermore Jan Smit his cooperation is also seen on digital basis e.g. Youtube, reviews and articles on blogs. Here, information about J-style can be easily updated which is very useful for C&A and Jan Smit.
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