Our challenge during Christmas was to develop a seasonal blockbuster that would create an emotional connection between M&S and their core customer.
We created a Mrs. Claus for the 21st century. A badass, empowered, helicopter-flying, erotica-reading, super stylish 55-year-old woman who single-handedly saved Christmas.
We brought Mrs. Claus to life through M&S’s most immersive campaign to date. This included social media takeovers featuring her own emoji and the hashtag #LoveMrsClaus, outfit and gift inspiration both in-store and in editorial, a partnership to launch the season with Channel 4, and a social promotion that saw her give away 15,000 presents to customers.
2016 was M&S’s most successful Christmas campaign to date, receiving widespread praise across press and social media. The campaign drove up quarterly sales growth by 2.3% – their best Christmas results in six years. The original soundtrack reached #1 on the iTunes Classical chart and the campaign hashtag trended on Twitter during November and December. Mrs. Claus even began to change the cultural norms of Christmas, inspiring thousands of children to write to her instead of Father Christmas.