M&S: A Christmas tale, with love from Mrs. Claus

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Introduction

Christmas.

An over-crowded marketing landscape.

The 'Superbowl' of UK advertising.

And M&S's nemesis for the past five years.

But in 2016, reviving clothing sales was M&S's number one priority. M&S had worked hard to ensure it had the right product, in the right place at the right time. Marketing now needed to draw women back to the brand so that they'd come to the store with glass half full expectations.

We could so easily have tumbled into the morass of 'Christmas emotion'.

But, armed with a compelling, resonant and ownable insight, we transformed M&S's marketing approach.

In...

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