Marks and Spencer: Pass the Parcel

Retailer Marks & Spencer wanted to grow its number of Facebook fans in order to drive traffic to its ecommerce site.

Marks and Spencer: Pass the Parcel

Profero

The team

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...

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