Delivering real-life magic to the nation

The Two Fairies was a campaign to bring the world of Marks & Spencer’s Christmas ad to life and deliver real life magic to the nation – and before anyone knew what it was all about, or who was behind it…

Working with Unity PR, we established a feed called @TheTwoFairies on Twitter, which was to be the focal point of the campaign – a social media and real-world campaign to bring magical acts of kindness to people in the run-up to Christmas – all delivered in rhyming verse on social media…

A social listening programme was launched, where we began listening out for those that seemed to need or deserve ‘Random Acts of Kindness’ – delivering fairy wishes across the nation and to a different city twice a week, with a street team fulfilling real-world wishes.



random acts of kindness

The Twitter feed was also used as a means to amplify bigger real-world activations, including making it snow for a school in Cornwall, flying drone angels over the Tyne and delivering Christmas trees across the country.

A mixture of influencer engagement, online PR and paid support boosted awareness of the activity, whilst maintaining the mystery of Magic and Sparkle’s identity until the ad campaign was unveiled during the X Factor ad break in early November.

During the Reveal evening, the social team managed a Loop Room whereby we proactively engaged with consumers in real time as they talked about the ad.

work / 6 January 2016

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