British retailer M&S is famous for many things, and their Valentine’s Dine In meal promotion is no exception. Providing indulgent, stress-free food to be enjoyed at home, their excellent value offer brings the dining out experience to your kitchen – all expertly paired with dessert and a drink. To spread the word about their Valentine’s Day special, M&S came to TikTok to create a campaign truly bespoke to the platform, taking a light-hearted spin on their famous “this is not just” advertising style.
For the annual celebration of love, and knowing that the UK would be celebrating at home this year, M&S wanted to share their Valentine’s Dine In proposition through one of TikTok’s most powerful channels: its popular creators.
Collaborating with some of UK’s biggest influencers, M&S produced three targeted 18+ videos that were shown across our TopView and In-Feed Brand Premium Ads, all using content from three creators (@abiclarkecomedy, @munyachawawa, @shericebanton).
Featuring hilarious takes on the classic M&S “this is not just” style – complete with scintillating voiceovers and the familiar “Albatross” soundtrack – the ads gave M&S an incredible platform to reach a large audience quickly in a format that’s impossible to miss. A “Learn more” call to action then drove users to the M&S website where their Valentine’s Dine In menu could be explored in full.
Running from February 10-14 ahead of Valentine’s Day, the M&S ads performed incredibly well, spreading awareness for the brand and its offer while providing light-hearted content to the TikTok community.
The videos generated more than 18.5 million impressions combined with an incredible average watch time of more than 4 seconds. An impressive 15%+ click-through rate then drove thousands of users to the M&S website. Combining authentic and hilarious content with a clear message, M&S successfully reached millions of young people with a campaign that clearly resonated with the UK 18+ TikTok community.
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