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...