Employees are the next biggest influencers and M&S just proved it.

M&S' VIRAL EMPLOYEE CONTENT STRATEGY Employees are the next biggest influencers and M&S just proved it. This is Kathryn Turner, Director of Product Development at M&S Foods It was designed with a healthy larder. 1.2M Okay, for all of you that love a jelly bottom, It works because you build a parasocial relationship They're abs delicious, ha daily so they fresh Hi, I'm Kathryn I'm alright. What are you up to? humanising a massive brand without being overly produced. She's not an influencer being paid to read off a script. The trust is established Completely takes me back to because she's an insider of 27 years, my childhood with my nana your oven's ready. Other than the O G, Kathryn is a national treasure and we didn't even know her until today. what has been your favourite flavour so far, Hi, I'm Kathryn, director of product development, at M&S Foods I'm here in Jersey because guess what? This is not just any M&S TikTok page... It's M&S Romford's M&S page having their own pages featuring viral staff. Most corporate brands are terrified of employees having a profile. "What if they quit to become an influencer?" "What if they get cancelled?" Hi, I'm Kathryn, Director of Product Development at M&S But companies cannot afford to hide behind logos, influencers and celebrities anymore. As someone who works with the M&S Food marketing team on their social content, They're killing it with employee generated content for a reason. When companies trust their people and let them have a voice, you get results like this. Kathryn whatever you get paid tell them to double it x Most influential woman in the country at this point I thought you should all meet Laurie from Ice Cream This is the SheerLuxe effect but for Britain's most loved brand.