Marks and Spencer: Pass the Parcel
Buster Dover, Elspeth Lynn, Ross Jenkins, Adriana Matyaskova, Nicky Fouhy.
How did the campaign make a difference?
Relationships with friends and family are what keep consumers inspired during Christmas stress: M&S helped out with a Facebook app based on a traditional childhood game that people wanted to play, share and replay. It used the existing M&S Facebook community of 400,000 fans to spread the Christmas love, acquiring 115,000 new fans – a 23% increase.
What details of the strategy make this a winning entry?
This cut through the Christmas clutter with engaging digital experiences that added joy rather than anxiety to this hectic period. Objectives were primarily to grow the M&S Facebook fan base, then to drive traffic to the ecommerce site. Every family has someone who takes on the role of getting everyone together, and feels responsible for making their loved ones’ Christmas. While they love the idea of Christmas, the reality fills them with anxiety: it's stressful and exhausting and their hopes can get swept under the carpet. At Christmas she splits her time between shopping – and recuperating by connecting with friends online. This presented a clear opportunity for M&S to support and inspire this Christmas Customer, and give her back the magic of Christmas. A playful childhood game amplified this thought with a simple mechanic that captured the Christmas spirit. It also provided opportunities to win desirable M&S items.