John Lewis Christmas Advert Campaign

CASE STUDY 2 – Website URL: https://www.johnlewis.com

Site overview: John Lewis do a Christmas Marketing Campaign every winter. The campaign is done by John Lewis releasing a new Christmas Advert each year which feature furry characters and a few famous faces. John Lewis began this back in 2007 and since then it has become severely popular and a huge part of Britain’s Pop Culture. The adverts often usually feature a track which is sung by a famous artist like Ellie Goulding, Lily Allen and Tom Odell.

How does the site engage their audience? (3 examples):

· John Lewis released an app around the same time as their advert. The app was called Man on the Moon. The app had a few different features with one of them being a game that users could get involved in. The game consisted on having to reach the end of the moon with a present.

· Another way that John Lewis keep their customers up-to-date is via YouTube. John Lewis upload all their content onto their YouTube page. Keeping fans involved and giving the ability like react (by liking), to share with their friends on other social media platforms and to comment, giving viewers the option to voice their opinions.

· John Lewis also annually release a chart single of the song that is featured on the advert. Artists like Ellie Goulding, Gabrielle Aplin, Lily Allen and Tom Odell. This helps John Lewis engage a different type of audience, as their be viewers who like track but don’t like the advert etc. Previous John Lewis single have even peaked to number 1 position on the charts. Gabriella Aplin’s ‘The Power of Love’ and Lily Allen’s ‘Somewhere Only We Know’ were the only two singles who reached number 1.

How does the site get users linking/participating? (3 examples):

· John Lewis have social media accounts with sites like Facebook, Twitter, Instagram and Youtube. That helps them stay connected with their viewers/customers. John Lewis use frequent hashtags on their profiles, linking together anything that is discussed within that topic of conversation. Previous years have saw John Lewis using hashtags such as; #JohnLewis #ManOnTheMoon #MozTheMonster

· John Lewis even took their social media use a step further by giving Monty The Penguin who was the face of John Lewis’s Christmas Advert in 2014. On this account John Lewis managed to spread the word of their Christmas Advert and any deals they had going on.

· During the festive period when John Lewis release their Christmas Advert, they also release related merchandise. For example Monty the Penguin and Moz the Monster had their own line of studded teddy bears, mugs, pyjamas, slippers, books and much more.

Evaluate the success of the site (use the social media platforms statistics

tools, if available): John Lewis’s Christmas advert ‘Buster The Boxer’ received a total of 20 million views on YouTube within the first 5 days of its release. By day 10 the total of views had near enough doubled taking the ad campaign up to over 35 million views.