M&S unveils phased Christmas campaign
M&S is kicking off the festive season with a campaign designed to reflect how customers really shop in the run-up to Christmas.
Instead of relying on a single hero advert, the retailer is rolling out a series of shorter films and other content as it looks to showcase a fuller range of M&S fashion, home and beauty products.
The campaign will have targeted content rolling out from late October through December on channels including digital, social, print, TV and out-of-home.
M&S said the strategy has been developed to meet customers “where they are”, whether scrolling, streaming or shopping.
Subscribe to TRBSharry Cramond, M&S fashion, home & beauty marketing director, explained: “This year’s Christmas campaign is more modern and more relevant. It’s rooted in what our customers are telling us – how they’re planning, and how they want to celebrate.
“We realised 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.
“Rather than focussing on one hero ad and then cutting it down, we’re taking a more contemporary approach with different mini content drops. Each film will showcase the full magic of M&S in a way that feels fun, relevant and – of course – super stylish.”
The campaign is being implemented in three phases.
‘Give the Gift’ includes two 15 second clips showing someone enjoying their M&S gift. This will be followed by ‘Host with the Most’ where the focus will be partywear and decor.
Meanwhile, December’s ‘Get Your Christmas On’ will feature a festive catwalk moment with two families in M&S outfits crossing paths on their Christmas Day walks.
To amplify reach, M&S is partnering with a range of ambassadors, including Binky Felstead, AJ Odudu, Hattie Bourn, Melvin Odoom, Vernon Kay, Vogue Williams, Ian Wright, Oliver Proudlock and Olly Murs.
