M&S harnesses Facebook for 125th birthday

by Ben Bold, Brand Republic 03-Jul-09, 10:00

LONDON - Marks & Spencer, a high-street retailer typically associated with tradition, has embraced the power of social networking by celebrating its 125th birthday on Facebook.

Marks & Spencer has created its own page, enabling it to have conversations with existing and prospective customers.

Since its launch last month, the anniversary page has to date attracted 30,000 fans and, according to the retailer, numbers are climbing fast.

The page was designed and built by Walker Media, M&S's media agency, which worked closely with the retailer on the initiative.

The Facebook page has played host to conversations with fans from as far afield as Canada, with some users asking where they can buy the range of products that M&S is producing for its 125th anniversary.

M&S and Walker have produced content for the page, including details of new product ranges, and information about in-store events, such as a food tasting evening at the M&S Deli Bar in London's Westfield shopping centre.

The page also hosted competitions with prizes including gift-cards worth £125. The page also highlights M&S's tie-up with the British & Irish Lions 2009 tour, giving away prizes such as signed rugby kits.

Other content on the page includes a 125-year interactive timeline, telling M&S's rags-to-riches story -- from its genesis as a penny bazaar to its present-day domination as a high-street retailer.

M&S claimed that the page has enabled it to communicate with its main target market, as well as the younger demographic that makes up the core of Facebook's membership.

David Hughes, director of M&S Direct, said: "Innovation was one of our founding principles 125 years ago and today we continue to take our brand forward, with new developments both online and in-store.

"Our 125th anniversary Facebook page allows us to reach new audiences, as well as build on our relationship with existing customers and invite them to join in the celebration in an original and interactive way."

Mark Syal, head of Walker-i, said: "The M&S Facebook page has proven the success of social media as a platform for brands with a fanbase beyond the typical youth demographic.

"We have been able to work with M&S on building a strategy for engaging with customers which, through ongoing dialogue, will shape their perceptions of the brand and ultimately help to drive increased revenue."