Working in social media marketing, we see A LOT of campaigns. But every once in a while, something truly genius comes along that makes us stop and say, “Now, that’s clever”. Marks & Spencer’s latest campaign, featuring Mark Wright and Spencer Matthews, is exactly that. A brilliant example of how a simple idea, executed perfectly, can take over social media and become a viral moment.
The Name Game
The M&S marketing team really hit the jackpot with this one, and whoever came up with this idea deserves a raise. By pairing up with reality TV stars, Mark Wright and Spencer Matthews, they created a campaign that’s witty, memorable, and (most importantly) incredibly shareable. The play on names – Mark and Spencer for Marks & Spencer – is so obvious and yet SO brilliant. It’s the kind of idea that makes you wonder why no one thought of it sooner.
Creating a Viral Moment
The beauty of this campaign truly lies in its simplicity. It doesn’t rely on complex narratives or high-budget productions. Instead, it leans into clever wordplay that immediately resonates with the audience. People love it because it’s fun, relatable, and easy to remember. Plus, it’s the perfect content for social media: quick, catchy, and highly engaging.
And the numbers speak for themselves:
- 1.9 million views
- 43.6k likes
- 1,316 comments
- 730 shares and counting…
Riding the Viral Wave
M&S isn’t the only brand having fun with names. Following their lead, a number of other companies have created content on TikTok using the same idea. Matalan featured employees Mat and Alan, Primark introduced Pri and Mark, and John Lewis highlighted John and Lewis. Riding the coattails of M&S’s viral success, these social media moments prove that this approach isn’t just clever, it’s contagious. We’re still wondering where we can find some people called Fav and Ola to create our own version.
Lessons in Viral Marketing
We all hate the age-old question of ‘Can you make this go viral?’, but this campaign is a masterclass in creating a viral moment. Here are a few key takeaways:
- Keep It Simple: The best ideas are often the simplest. A clever play on words can be more effective than the most elaborate campaign.
- Make It Fun: People are more likely to share content that makes them smile. Keep your tone light and playful.
- Leverage Influencers: By partnering with well-known personalities that fit your brand, you can amplify reach and credibility.
- Be Relatable: Create content that your audience can easily connect with and remember.
This M&S campaign is proof that a simple, well-executed idea can create a massive impact. By focusing on humour and clever play on names, they’ve crafted a campaign that we’re sure will be remembered as one of the best in 2024.
