Marks & Spencer leads social media in back-to-school campaigns
Marks & Spencer has emerged as the leading retailer on social media for back-to-school campaigns, according to new analysis from influencer marketing platform Kolsquare.
Data released by Kolsquare indicates that M&S generated the highest engagement and share of voice among major retailers during the crucial back-to-school season, outperforming George at Asda and Clarks Shoes in both influencer partnerships and earned media value.
From 1 July to mid-August 2025, Marks & Spencer collaborated with 1,380 influencers, resulting in an earned media value (EMV) of GBP £5 million. In comparison, George at Asda partnered with 488 influencers and achieved GBP £975,000 in EMV. Clarks Shoes, meanwhile, worked with 104 influencers, generating GBP £107,000 in EMV over the same period.
Kolsquare's analysis points to 29 July as the peak date for back-to-school campaign engagement on social media, with M&S standing out for both the breadth and impact of its influencer marketing efforts.
Other major retailers active during the season included Tesco, Smiggle UK, Kickers, and Hunter Boots. Kolsquare noted that M&S's approach, which involved a wide range of celebrity ambassadors and so-called mumfluencers, helped the retailer secure the dominant position in social media conversations.
Celebrity and mumfluencer partnerships
Several high-profile celebrity mothers led back-to-school campaigns for UK retailers. Josie Gibson, who has 750,000 Instagram followers, partnered with Clarks Shoes for its new back-to-school range, while Helen Skelton (538,000 Instagram followers) collaborated with Hunter Boots on a children's line. Christine Lampard (644,000 Instagram followers) teamed up with Marks & Spencer, and Brooke Vincent, the former Coronation Street star, is an ambassador for George at Asda, sharing back-to-school content to her 917,000 Instagram followers. One of her campaigns achieved over 100,000 video views and an estimated media value of GBP £3,000.
In addition to celebrity partnerships, retailers have increasingly leveraged the influence of digital-first mother creators - commonly referred to as mumfluencers - who have built loyal followings online and play an important role in shaping household purchasing decisions. TikTok's 'Sophiena', who works with Tesco, has 2.7 million followers, while Instagram's Shannon Tomkins (George at Asda) and Kelsey Parker (Kickers Kids UK) are among those featured in recent campaigns, reaching audiences in the hundreds of thousands.
Gender pay gap concerns
Kolsquare also highlighted that mumfluencers, despite their central role in back-to-school campaigns, continue to be affected by the gender pay gap within the creator economy. Kolsquare's "Voices of the Creator Economy 2025" report found that 38% of women content creators earn under EUR €500 per month from their work, compared to 23% of men.
The report outlined several additional insights about UK creators. These include the increasing use of multiple platforms and a shift towards more lucrative channels such as TikTok and affiliate marketing. Authenticity was cited as a major consideration, with 47% of UK creators indicating that brand values are as important to them as financial compensation. The report also noted high stress levels among content creators, with two-thirds reporting increased stress linked to content creation, and stated that UK creators are particularly exposed to online abuse.
"Back-to-school is one of the biggest annual moments for brands to connect with families," says Quentin Bordage, CEO of Kolsquare. "Our research shows that UK mumfluencers and celebrity parents are shaping household choices – and brands like M&S are winning by investing in long-term, values-led partnerships."
The findings from Kolsquare's analysis underscore the importance of influencer marketing and social platforms during the competitive back-to-school retail period, as well as the ongoing challenges faced by content creators in the sector.