November 3, 2016

JOHN LEWIS’ EMOTIONAL CHRISTMAS ADVERTISING WINS AGAIN BUT HOW CAN THE BRAND UP IT’S GAME THIS YEAR?


Developed hand-in-hand with renowned creative agencies Adam & Eve/DDB and Manning Gottlieb OMD, the ads have not only proven a huge viral hit (they were shared over 3 million times) but they also increased sales by an average of 16% during the festive period, producing more than £8 of profit for every £1 spent.

But what exactly is it that made them such a success?

The answer is their power to emotionally engage consumers in the right way for the brand.

For the last few years we’ve actually run experiments with The Daily Telegraph to see which of the biggest Christmas TV adverts are the most emotionally engaging.

Using wearable technology and mobile devices to measure nonconscious physiological reactions alongside good old questioning which builds a detailed picture of the viewers emotional journey as it happens , we’ve been able to prove that viewers engage in a consistently positively way with the brands ‘The Bear and The Hare’ and ‘Monty The Penguin’ adverts. The magical mix of cute animals, evocative music and a slightly sad storyline with a happy ending seems to be a proven winner.


Using this kind of real-time analysis allows brands like John Lewis to pin-point exactly how they can improve their campaigns to get the best possible outcome. Handy when they can cost into the billions.

But despite these successes, as any good marketer knows, JL shouldn’t rest on their laurels. Particularly as we’re starting to see a new trend for campaigns based around values and real people, rather than high-budget Hollywood style approaches.

As Marketing Week reports, Aviva has flipped its strategy ‘360 degrees’ – ditching Paul Whitehouse for members of the public its in ‘Good Thinking’ campaign – which has seen an increase in sales and revenue. Talk Talk has followed a similar line with its ‘This Stuff Matters’ work.

Perhaps John Lewis should be following suit. We’ll be conducting research into this in the run-up to Christmas so keep your eyes peeled.

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