M&S says it’s taking a more “modern and relevant approach” to its festive marketing. Rather than a hero film, it has created a series of “mini-films” to promote its fashion, home and beauty products in the lead-up to Christmas and New Year.
“It’s rooted in what our customers are telling us – how they’re planning and how they want to celebrate,” says Sharry Cramond, marketing director for M&S Fashion, Home & Beauty.
“We realized that we were considering Christmas shopping missions too holistically. Customers don’t think or shop in that way – everything all at once. Our research showed us that customers tend to shop in phases across the period, starting with gifting and then moving on to parties and then hosting at home.”
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To that end, the campaign, developed by Mother, is structured around three festive shopping moments (‘Give the Gift,’ ‘Host with the Most’ and Get your Christmas On’), each supported by a high-impact film of either 15 or 20 seconds and tailored content across channels. While TV, print and out-of-home remain key channels, M&S said it is “doubling down” on more frequent, targeted content drops across social.
It has partnered with celebrities and social influencers, including Binky Felstead, AJ Odudu, Hattie Bourn, Melvin Odoom, Vernon Kay, Vogue Williams, Ian Wright, Oliver Proudlock and Olly Murs to create content during each of these shopping moments.
Backing this is a sizeable digital ad spend. Throughout October, November and December, YouTube spend is up 67%, while digital display and video spend has surged by 232%.
M&S Food, meanwhile, seems to be taking a more traditional approach to its campaign. Though its social-media content has delivered throughout the year, its festive play hinges on a blockbuster 90-second spot that sees comedian Dawn French resume her role as the retailer’s ambassador for the season.
In the ad, in which chef Tom Kerridge also makes a cameo, she makes the journey home for Christmas. Plagued by traffic, her fairy character comes alive and saves the day by opening up the doors to an M&S truck filled with food.
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