For five consecutive years, M&S’s sales had dropped by an average of 3.86% year-on-year.
In 2016 their sales and share of voice were declining faster than every before - during just three months their share price slumped 35%.
Our challenge was to reverse this trend by reconnecting M&S with their core audience, 50+ y/o woman, at Christmas… the most competitive advertising period of the year.
It’s a tale as old as Christmas; every year Santa gets all the attention and accolades and Mrs. Claus stays quietly in the background. Just another housewife defined by her husband. But this year, Marks and Spencer’s empowering social media campaign changed her for good. We created Mrs Claus for the 21st century and introduced her to the world in an epic film. The social media film was supported by a range of activity around it. There has always been a Santa Claus emoji but never one for Mrs Claus. So we partnered with Twitter to create the world’s first Mrs Claus emoji. It was used over 50,000 times. Mrs Claus launched Channel 4’s festive programming live on air during an ad break takeover, gave interviews in magazine partnerships, and took over M&S’s social media accounts, responding in real-time to news, events and every single customer tweet. As Christmas approached, the nation followed her story in dozens of short films films she posted to Facebook.