M&S throws Christmas pyjama party following ‘Go Jumpers’ bounce

M&S has followed up the success of its ‘Go Jumpers’ campaign with the release of ‘Go Pyjamas’ – a Christmas themed celebration of nightclothes.

The retailer's jumper bonanza proved to be an unexpected hit, racking up 40m impressions and reaching 10m people on social media alone, prompting M&S and creative agency ODD to capitalise on this warm reception with a heartfelt follow-up.

Sticking with the winning formula the reprised campaign follows a family having fun dressed in their festive PJs, with House of Pain’s ‘Jump Around’ providing the perfect musical accompaniment.

Nathan Ansell, M&S’s clothing & home marketing director said: “For millions of customers nothing says Christmas like some new pyjamas so we’re really excited for the next part of our campaign which backs another big commercial category for us. It’s all about showing off products which offer great style and great value for the whole family. Our aim is to make sure our customers continue to “go jumpers” for knitwear, “go pyjamas” for sleepwear and most importantly “go shopping” at M&S.”

Last week M&S cemented its relationship with digital shop NMPi by inviting it to oversee digital and display advertising across 34 international markets.

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