M&S launches online TV show starring Myleene Klass

Be the first to comment
M&S: Myleene Klass
M&S: Myleene Klass

Marks and Spencer is launching an online TV fashion show hosted by Myleene Klass.

The 10-minute-long clips of ‘Myleene’s Makeovers’, created by agency Adjust Your Set, show brand ambassador Klass attempting to solve individual "fashion dilemmas" using clothes from the M&S brands such as Autograph, Limited Collection and Portfolio. The show launches today (19 August).

The programme targeted female M&S customers between the ages of 25 and 60, with Klass tasked with uncovering any anxieties about consumers’ clothing choices.

M&S aims to use online video content to help boost e-commerce sales, by developing a more "personal relationship" with customers and focusing on its "core values of trust, innovation, value, service and quality".

Simon Wood, head of web operations at M&S, said: "By hosting the content on our own site, and with that content closely integrated into the ecommerce mechanism, we can have a much higher level of engagement with our customers.

"Myleene’s Makeovers are entertaining, but they also help customers make better-informed purchases both online and in-store."

In March, it was announced that M&S was overhauling its celebrity-fronted advertising strategy, with Klass no longer set to appear in above-the-line ads.

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published