Last week, I organically stumbled across a personal TikTok account from the Director of Product Development at M&S. That’s not a social media or marketing girlie (or a woman in SPAM), not even someone whose role is directly connected to marketing.
Yet, the videos couldn’t feel more authentic if they tried. Kathryn Turner has been building a loyal audience by sharing behind-the-scenes insights into M&S products, from bakery favourites to farm visits and product development stories. Despite only launching her account in mid-May, she's already amassed nearly 50,000 followers.
So, why has Turner’s TikTok page been a huge viral success, and what can other brands learn from it?
Hi everyone, I’m Kathryn Turner. I am the Director of Product Development at @M&S Food. I am delighted to kick off my social media journey, and share my hidden gems in the M&S Foodhall. 👋 #mands#productdevelopment#marksandspencersfood#kathrynturner
