Turning customers into long-term advocates.
An always-on creator ecosystem built on a simple belief: the most powerful creators are often the customers who already love the brand.
The challenge
As one of the UK's most iconic retailers, M&S faces a unique challenge: maintaining deep consumer trust while remaining culturally relevant across an increasingly fragmented social landscape.
Rather than approaching creator marketing as a series of standalone campaigns, M&S partnered with Vamp to build a long-term creator ecosystem designed to generate ongoing advocacy, content and cultural relevance.
At the centre of this strategy is a simple belief: the most powerful creators are often the customers who already love the brand.
The outcome
Now entering its fifth year, the partnership spans Womenswear, Menswear, Kidswear, Beauty and Home, an always-on programme across Instagram and TikTok. To date:
Through continuous sourcing, relationship management and performance tracking, Vamp has built a network of creators with genuine affinity for M&S. Content is regularly repurposed across M&S owned channels, extending the value of every asset.
What's next
With a strong creator network and proven operating model in place, the focus is on expanding advocacy across more categories, activating around key cultural moments and continuing to identify creators who genuinely reflect the values of the M&S brand.
Not just more content. A creator ecosystem built to grow in relevance and value over time.