MARKS & SPENCER

Challenge

Marks & Spencer wanted to evolve its TikTok and Instagram presence by adopting a more social-first approach while maintaining the premium positioning of the brand. The challenge was to attract a younger, social-first audience without alienating existing customers seeking a more premium experience. We needed to create trend-led, culturally relevant content that felt native to platform, showcasing new food launches, seasonal collections, and in-store experiences to drive engagement, increase footfall, and strengthen brand relevance.

Strategy

We shifted the content strategy away from purely promotional messaging and focused instead on delivering value-driven content. Every piece of content was designed to do at least one of the following:

• Inspire - save-worthy recipes, trend-led food content, and recreations of relevant social-first formats.

• Entertain -repeatable episodic series, reactive content, and culturally timely moments.

• Educate - product highlights, supplier stories, sourcing credentials, and behind-the-scenes insights.

Solution

We took a blended approach, combining monthly HiFi shoots to maintain the premium, luxurious standard of M&S Food with a dedicated team of always-on reactive content creators. This allowed us to showcase NPD, seasonal launches, and key in-store moments in a way that felt timely, relevant, and native to the feed, while still protecting the elevated M&S brand look and feel.

Alongside this, we worked with relevant fashion creators to tap into their audiences and showcase the M&S Ireland clothing offering in a more natural, relatable way through formats like “Come Shop With Me” content. This helped make the brand feel more present and relevant on social, while connecting online content more closely to the in-store experience.