Pitch and proof

M&S has supported local communities throughout it’s history in NI and in it’s 50th anniversary year, decided to do more to improve the lives and communities it operates within. ASG were set the goals of raising media awareness of M&S’ progressive approach to community engagement, highlighting the mutual social, environmental, and business value of collaborations with local community groups, and marking 50 years of trading in NI by highlighting the outstanding results delivered in the local community.


Our brief was to develop and deliver a communications campaign which would build on the existing community relations of previous years and capitalise on the 50th Anniversary by promoting the ‘Making Every Moment Special In The Community’ campaign. With the goal of inspiring M&S colleagues to roll up their sleeves and utilise their skills to play a transformative role, enabling local communities to thrive, and improving local environments, all 21 stores undertook to complete 50 community projects in a two-week period.


Our ASG team worked closely with key M&S stakeholders, identified well-known personalities to work alongside us, and recognised key M&S colleagues involved in the campaign. We established a strategic campaign and focus that would speak to our objectives, maintain local links and allow us to unearth stories which would provide us with newsworthy content to secure widespread, meaningful coverage. Our team oversaw campaign launch, media engagement, blogger engage-ment, and a review of results to recognise those involved with the campaign.


The campaign delivered a total media reach of 5,612,651. With 12 pieces of national press coverage (target 5), 105 pieces of regional press coverage (72% over target), 23 online hits, 4 influencer collaborations, 1 celebration day hosted, and 1 video montage of hero projects. Over 15,000 people and 50 local charities and community groups benefited. 700 colleagues participated in 4,000 hours of volunteering. Customer satisfaction measure increased from 75% to 87% and M&S NI’s commercial performance was 2-3% ahead of the UK business in like-for-like sales during the campaign.