M&S
Love That
Challenge
M&S needed to launch its new ‘Love That’ campaign platform in a way that would cut through fashion-press fatigue, appointing Hollywood actress Gillian Anderson as the brand’s first-ever Chief Compliments Officer, and introducing her personal presence on LinkedIn, a platform not traditionally used by A-list talent.
Key Stats
Our Approach & Results
Approach
The 10 Group ran an integrated PR and social launch, breaking the news of Gillian Anderson’s appointment as M&S’s first-ever Chief Compliments Officer to press while simultaneously introducing her personal LinkedIn presence, pairing exclusive media relationships with always-on social monitoring to fuel real-time organic amplification as the story spread.
Results
Across four LinkedIn posts, the campaign drove 143,339 impressions, 3,322 engagements and 4,768 new followers for Gillian’s brand-new profile, organically becoming LinkedIn’s #1 news story on the day of launch. PR support delivered 69 pieces of coverage reaching 343M, including The Times, The Telegraph, Daily Mail, The Sun and Good Morning Britain.