Millennials and Gen Zs may not have originally seen 140-year-old retailer M&S as a go-to for the latest fashion, but their spring 2024 social media campaign changed that.
M&S has returned to the spotlight, attracting a whole new demographic. In fact, it has led them to launch their very first clothing-only shop in London this autumn – located in Battersea Power Station.
What did they do and how did it work?
Marks & Spencer (M&S) made a clever marketing move by partnering with reality TV stars Mark Wright and Spencer Matthews – aptly nicknamed “Mark and Spencer” – as brand ambassadors for their summer menswear range.
The high-profile appeal of Mark and Spencer connected with a younger, style-conscious audience and successfully promoted their latest collection in a relatable and trendy way. This not only refreshed the brand image but opened it up to a new generation of shoppers.
M&S embraced platforms such as Instagram, TikTok and YouTube, as key parts of its marketing strategy, transforming its brand image and expanding its reach within the modern landscape. Through these channels, M&S has become more accessible and relevant to today’s consumers, presenting a more human and playful side. This approach has allowed M&S to move beyond traditional marketing, producing authentic, engaging content that showcases the brand’s adaptability and creativity.
How it engaged more than just a new audience
While M&S’ strategy connected with younger shoppers who may have once considered it old-fashioned, it had a ripple effect in the wider retail industry too. And it wasn’t long before new favourite duos were brought into the mix from John Lewis, Primark and Matalan.
Now John and Lewis, Pri and Mark, Matt and Alan have all turned up to the party, there are still some brands who are hoping for an invite, but only if they can find the right person…
The entertainment of the brand buzz
It’s undeniable that the playful banter between big brands have become a source of entertainment for consumers. Watching brands engage in light-hearted back-and-forths on social media adds a whole new layer and makes following corporate accounts fun. These interactions turn faceless companies into personalities and that’s what consumers want and like to engage with!
Do you want to tap into a new audience?
Here’s an example of how Diversity used social media marketing to tap into new audience for brand 3-IN-ONE.
Image credit: M&S – https://www.tiktok.com/@marksandspenceruk