By using its TV ad as a Promoted Video on Twitter, @marksandspencer reached audiences who had missed the ad the on air, whilst giving people who had already seen #LoveMrsClaus on TV the opportunity to share and engage with the ad on Twitter. The ad was supported by a Promoted Trend; allowing @marksandspencer to ensure that Twitter users across the UK were exposed to #LoveMrsClaus across the weekend of its launch.
Partnering with creators who shared authentic and bespoke content featuring M&S products helped to position M&S as the place to shop at Christmas. The strategy enabled M&S to profit from the creators’ followers; connecting with new, highly engaged audiences.
Twitter allowed us to open conversations in which a real-time response team created a human experience of Mrs. Claus among our target audience. Furthermore, the use of the trend generated strong results, allowing #LoveMrsClaus to have continuity across the weekend of launch.