Marks & Spencer launches first content campaign in Australia via Oath's RYOT Studio and ClubQT

Jess1.jpgMarks & Spencer Australia and Oath's RYOT Studio 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, all produced in Oath ANZ's brand new content studio.

The video series 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.

Deauvanne.jpgThe 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.

"Life Isn't Uniform" is the first campaign to be shot and produced in Oath ANZ's recently completed multimedia studio, a significant investment into the media brand's push into localised content delivery.

Commenting on the campaign, marketing manager at Marks & Spencer Australia, Paige Griffith-Carmichael, said working with Oath and ClubQT was a natural fit for the brand.

Says Griffith-Carmichael: "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."

Says Mandy Sigaloff, founder, ClubQT Australia: "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."

Says Zoe Cocker, head of brand and RYOT Studio: "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."

Agency: ClubQT Australia, Founder Mandy Sigaloff 
Client: Marks & Spencer, Paige Griffith-Carmichael - Marketing Manager

Jennifer Wagner - Group Sales Manager
Francesca Tichon - Sales Manager

RYOT Studio:
Zoe Cocker - Head of Brand / RYOT
Leah Yeung  - Senior Project Manager
Laura Hill - Lead Brand Strategist
Carly Williams - RYOT Editorial Lead


I need more caffeine to get through this... said:

Yawn. This reminds me of conversations when people who won't stop talking about their kids. I don't want to hear about how Poppy loves collecting sugar sachets Karen! Banal.

Matt said:

I actually love talking about my kids but I found it hard to get to the end of each video. Surely there's more interesting way to do this.

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