In 2012, M&S launched Shwopping, encouraging customers to swap an old item of clothing every time they bought something new. The donated clothes were given to Oxfam to resell, reuse or recycle – reducing the amount of clothes going to landfill and raising money for a good cause all in one fell swoop. Landor helped M&S come up with the name Shwopping and Joanna Lumley, famous British actress and campaigner, was chosen as the campaign ambassador. RKCR/Y&R created the eye-catching slogan and marketing campaign which was rolled out across multiple channels to raise awareness.
To increase press and social media coverage, an entire street in London was covered with almost 10,000 garments representing the amount of clothing waste sent to landfill every five minutes. Each M&S store was given a unique text and QR code geo-mapping facility that recorded the number of shwops per outlet, fuelling competition between different localities. Social badges on Facebook allowed customers to share their shwops with friends and win exclusive prizes.
Since the launch of the campaign at the end of April 2012, 3.2 million items worth over £2 million to Oxfam have been shwopped.