MandM | Creator Programme
From Hidden Gem to Household Name: How MandM Made Value Famous
In a world where every penny counts, MandM set out to prove that great style doesn’t have to come at a premium. Known for unbeatable savings but often overlooked by mainstream audiences, the brand faced a clear challenge: move from being a well-kept secret to becoming the destination for smart shoppers who want big brands without the big spend.
As the UK’s leading online off-price retailer, MandM had the credentials the products, the prices, and the loyal fanbase but needed to elevate its fame. The goal was simple but ambitious: cement MandM as the retailer that helps families stretch their budgets further, turning saved pounds into bigger moments elsewhere a family day out, a weekend break, or just a well-earned treat.
The challenge
MandM wasn’t short on product or value. What it needed was visibility. Competing in a landscape dominated by glossy DTC brands and trendy resale platforms, MandM had to find a fresh way to tell its story one that communicated its USPs without slipping into deal-hunter territory. The challenge lay in delivering engaging, authentic content that spoke to both style and savings, without diluting either.
The mission
To launch a best-in-class influencer, social and PR strategy that could build fame, shift perceptions, and position MandM as the go-to for savvy shoppers who want more from their money. The brief: drive relevance beyond the bargain-hunters, create content that earns attention, and show that saving smart is the new spending big.
The response
Enter Sphere™, our global influencer marketing studio, powering a two-tier creator strategy built for both reach and resonance.
We designed the MandM Ambassadors — a handpicked collective of long-term brand advocates who lived and breathed value. Each represented a core MandM audience: the style-conscious male, the money-savvy family, the fitness-focused shopper. From Sam Hulme’s accessible men’s fashion to Gemma (aka Money Mum)’s family-first content, our ambassadors became the relatable faces of everyday value.
Supporting them, the MandM Supporters a flexible network of agile, campaign-specific creators injected constant freshness. Their UGC-style content kept MandM front-of-feed, fuelling momentum through seasonal spikes and social trends.
This “Ambassadors & Supporters” ecosystem gave MandM the perfect balance between consistency and agility combining the credibility of long-term advocates with the speed and scale needed for modern retail storytelling.
The execution
Every piece of content was crafted to work hard. Through collaborative briefing and social optimisation, we ensured creators’ output was primed to perform across MandM’s owned channels, organic social, earned media and paid campaigns.
Our creators became not just content partners but brand voices, fronting everything from back-to-school money-saving tips to festive style hacks. Their content extended into consumer and lifestyle press, establishing MandM as a credible voice in the national conversation on value, affordability and family life.
Behind the scenes, Brandnation’s influencer, PR and performance teams worked as one tracking, testing and optimising every element. With Sphere’s tech and data powering decision-making, MandM’s campaigns became more efficient, more visible, and ultimately more profitable.
MandM transformed from a best-kept secret into a standout name in value retail.
The campaign delivered:
- +42% uplift in brand awareness across key audience segments
- Over 60M impressions across influencer, paid and earned channels
- Double-digit growth in new customer acquisition during peak retail periods
- And most importantly, a new cultural positioning for MandM the retailer that proves style and savings can coexist.
Because when value is visible, everyone wins.
