Unity and Tom Sawyer Effect’s #FollowtheFairies social listening campaign for M&S has been listed by PRWeek UK among the 10 best campaigns of the decade.
We were briefed to ‘PR the ad’, but instead elevated the creative concept of magic & sparkle into an activation that genuinely delivered goodwill to people, on behalf of M&S. Ultimately, we met people’s needs to create brand love. As PR Week said, our creative response:
“showed the power of an earned-first approach”.
Makes pretending to be the ‘spokesperson’ for the Fairies on the phone to the Daily Mirror all worth it…
