M&S Sparks Relaunch

Agency: Mindshare UK

When M&S decided to relaunch its loyalty scheme, Sparks, as a predominantly digital-first offer, we had to find ways of encouraging existing customers to download the app but also to achieve incrementality in attracting new users. To tackle this double-edged challenge, we implemented a sophisticatedly granular, multi-channel digital-data strategy that put the app itself front and centre of the conversation. The campaign was a massive success, resulting in Sparks being #1 in the UK app store.