174 Case Studies
Case Study: Marks & Spencer achieves uplift in consideration, favourability and ad recall with Twitter
A Twitter Case Study
Marks & Spencer lifts brand metrics by bringing its Christmas campaign to Twitter
Marks & Spencer launched a Christmas TV advert centered on Mrs Claus and faced the challenge of driving tune‑in, extending the reach of the creative beyond TV, and bringing the character to life in social conversation for Christmas‑shopping audiences. With heavy TV and offline investment, M&S needed a way to create pre‑launch buzz and connect the campaign to highly engaged shoppers.
M&S used Twitter to tease the ad, run the TV spot as Promoted Video, boost visibility with a Promoted Trend and #LoveMrsClaus emoji, and partner with creators to reach new audiences. The campaign increased engagement and extended reach, contributing to measurable uplifts in brand metrics: +1 percentage point consideration, +12% favourability and 11–37% lift in ad recall.
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