Marks & Spencer (@marksandspencer) faced tough conditions in 2016 having lost relevance with women aged 45-plus. It spotted an opportunity to emotionally reconnect with its core audience of female shoppers when discovering that almost half of British women consider there to be a lack of strong female role models today. @marksandspencer built its Christmas campaign around a new, relatable character of Mrs Claus; representing the values and personality of women across the UK. M&S wanted to build anticipation around the upcoming launch of its #LoveMrsClaus campaign, and once itsTV ad had premiered, the retailer used social media platforms including Twitter as a way to encourage its lost audience to emotionally engage with the campaign, and share their Christmas wishes.
Twenty-four hours before #LoveMrsClaus premiered on TV, @marksandspencer ran a video teaser on Twitter to drive curiosity and tune-in. The next day, the ad was shared on Twitter at the same time it aired on TV. Using TV targeting, @marksandspencer aimed to reach and engage people who were watching as the ad premiered. Moreover, to reach more audiences interested in Christmas shopping, @marksandspencer also used competitor and event targeting.
The day after the ad launched, #LoveMrsClaus topped the trending topics list for 24 hours as a Promoted Trend. A custom #LoveMrsClaus gave people an extra incentive to join the conversation.
Creators, who shared engaging content with M&S’s target audience, were brought on to develop content reflecting what its customers would be going through during the build up to Christmas. Working with three lifestyle creators (@F_of_Daughters, @dollybowbow, @katelavie) and two animators (@Katy_Beveridge, @dylan_blau), the excitement of Christmas was brought to life with M&S at the heart of each piece. Content was whitelisted, with the animations also being uploaded on M&S channels.