Marks & Spencer Australia and Oath’s RYOT Studio has launch the online retailer’s first Australian consumer content campaign “Life Isn’t Uniform”.
Developed by marketing agency ClubQT and produced in-house by RYOT Studio, the campaign includes three short-form videos interviewing Australian paralympian, body image activist and mummy influencer Jessica Smith and Mama Stylista fashion blogger Deauvanné Athanasakis.
The video series is available on the Marks & Spencer website and is an extension of an already highly successful campaign by M&S in the UK, and sees the women share their “Life Isn’t Uniform” personal stories about what makes their children unique and the various school products that help in their everyday lives.
The video series is available on the Marks & Spencer website. In addition to this, RYOT Studio has also created a complement of rich media formats including native tile, gifs and shoppable carousels.
Commenting on the campaign, marketing manager at Marks & Spencer Australia, Paige Griffith-Carmichael, said: “The quality of M&S schoolwear is well known and loved by generations of children across the globe. We’re proud to be bringing this campaign to life for the new generation of Australian parents and their children in partnership with our team at ClubQT and RYOT Studio.”
Mandy Sigaloff, Founder of ClubQT Australia said: “It’s not everyday you get to bring such a renowned brand such as Marks & Spencer to Australia, and Oath with their RYOT Studio offering seemed like the obvious partner to work with due to their impressive in-house capabilities. We’re thrilled to be working with a local team and notable Aussie talent.”
Zoe Cocker, head of brand and RYOT Studio said: “The RYOT team were very excited to debut our brand new studio with this great collaboration. The campaign reflects the high demand we’re seeing from advertisers for branded content, highlighting the growing importance and effectiveness of this format in delivering on client campaign goals.”