DigChic x MandM: Turning Publisher Partnerships into a Two-Market Growth Engine

The Challenge

MandM needed to acquire new customers in its core UK market while simultaneously expanding brand presence and revenue in Germany.

The Strategy

Adapt content and publisher networks to align with regional media habits and market maturity levels in each country.

Execution and Innovation

Deployed visual Instagram Carousels and Reels in the UK, while leveraging established Facebook deal and community groups in Germany.

Results

Generated £1M+ from 20K+ UK orders (with an 11% new-customer rate) and €300K+ from 4K German orders.

Judges' Verdict

"Matching the channel to the job the market actually needs done, rather than running one playbook everywhere, was the right instinct, and I liked seeing it applied so deliberately here."