M&S’s monthly ‘In The Moment’ series features a wide variety of celebrities appealing to different audiences each time. With content from David Gandy’s personal style to Lauren Laverne’s path to radio stardom, the series covers a great array of topics.
With such a variety in content appealing to different audiences each time, it’s crucial M&S ensure their series reaches the appropriate customer base each time to drive conversion onto their own media. With a repeatedly changing target audience, how can M&S ensure they achieve this with every article?
Pollonize on a monthly basis identifies a bespoke selection of publishers and syndicates the series content amongst these. The James Norton ‘In The Moment’ video and editorial was syndicated across eight publishers for a period of 30 days resulting in a 3.8% click through rate to owned media.
To continuously improve the content created and M&S’s understanding of their audience segments, the engagement and demographic information is then used to inform the next article in the series.