M&S: Creating TikTok-first content at scale with TikTok Creative Exchange

Marks & Spencer (M&S) challenged Nonsensical to create 6 pieces of content for their summer collection campaign. The campaign aimed to showcase M&S’s diverse summer fashion range for all family members, with TikTok-specific content targeting women aged 25-45.

Our approach

Nonsensical played a crucial role in curating six authentic videos that provided summer wardrobe inspiration using M&S hero styles, trends, and advice. The focus was on organic creator-led content, utilising styles like shopping hauls, “get ready with me” videos, and style tips to reach users via For You Pages.

By leveraging the creativity and expertise of fashion creators while aligning with M&S’s brand image, the campaign established an authentic connection with viewers. This was achieved by empowering creators with creative freedom, allowing them to showcase their individual perspectives and personal styles. The campaign also utilised TikTok’s reply-to-comment feature to enhance authenticity and interactivity with viewers.

Results

Thanks to careful planning and execution, the campaign achieved remarkable success. The videos received high engagement rates from millions of viewers, and the “shop now” call-to-action resonated strongly with the target audience, driving significant traffic to M&S’s online store. Additionally, the campaign fostered positive brand association, solidifying M&S as the go-to destination for summer fashion.

The campaign was also featured as a success story on TikTok’s official website which you can read here.