M&S Reinvents Itself for Gen Z with TikTok and Employee Influencers
Marks & Spencer (M&S), a British retail stalwart, has reinvented itself to appeal to younger consumers, leveraging social media and digital marketing tactics. Its 'M&S Insiders' program, employee-generated content, and TikTok campaigns have driven impressive results.
M&S, known for food, clothing, and homewares, has transformed its approach to stay relevant. It combines traditional media with digital, using TikTok for growth and personalising shopping experiences through its Sparks loyalty programme.
The M&S Insiders program, featuring 19 employees with a combined 300,000+ following, has generated 21 million impressions and attracted 1.4 million new customers online. This strategy blends M&S's heritage with trend-aware content, making it a strong case study for heritage retailers.
Insiders' posts have a 10% higher customer sentiment and drive 30% more shopping, outperforming typical influencer posts. M&S also uses a 'vast social media structure' for storytelling and styling advice, including ambassador networks and long-form video series.
Marks & Spencer's innovative use of social media and digital marketing, coupled with its traditional marketing approach, has proven successful. The M&S Insiders program, in particular, has driven customer engagement and growth, making M&S a strong case study for heritage retailers looking to remain relevant in the digital age.
