Towards the end of 2021, M&S had a few stores that went viral on TikTok organically. Mindshare partnered with the Romford M&S staff to produce a Christmas Single for charity with the goal of entering the UK iTunes charts, using TikTok’s ad solutions to drive as many donations as possible. The campaign aimed to reach 4MM viewers at a 35% VTR. Brand safety and suitability was also critical as it was for a charitable cause.
In order to achieve these outcomes, M&S and Mindshare worked with Zefr to leverage their post-campaign measurement solution for ads on TikTok to verify the brand safety and brand suitability of their campaign.