#FollowtheFairies

Produced the #FollowtheFairies Christmas campaign for M&S to support the ‘Magic & Sparkle’ ad. The campaign has since been named as one of PR Week's Top Ten campaigns of the 2010's, and showed the power of an 'earned-first' approach. Brought the fairies to life by delivering random acts of kindness and asking the public to follow their journey of good deeds, from delivering chocolates to NHS staff working night shifts to bringing a snow day to a school in Cornwall. Each act left the message ‘#FollowTheFairies’ on Twitter, which created media speculation and laddered up to the ‘reveal’ moment of the ad airing. 42,000+ people followed @TheTwoFairies, giving the ad exponential power as a huge talking point, with over 1.7 billion opportunities to see.