John Lewis was the early winner in the Christmas campaign social media battle this year, with its ad starring Monty the penguin receiving more than 16 million views through Facebook, Twitter and YouTube in under a week.
The retailer said the advert, which launched on November 6, racked up 7 million views on social media in the first 24 hours alone – seven times as many as last year’s ‘The Bear and the Hare’ campaign.
Burberry’s ‘From London with Love’ campaign starring Romeo Beckham has had 5 million views on Facebook and YouTube since its launch on November 3.
Marks & Spencer’s ‘Magic & Sparkle’ Christmas ad has been viewed more than 2.6 million times since its launch on November 10, while Debenhams’ ‘Found It’ ad has been viewed 550,000 times since it first aired on November 8.
“The John Lewis ad is the one that everyone is talking about,” said data provider Planet Retail’s analyst Stephen Springham. “As in previous years they have established themselves as the ones to look out for.”
Analysts observed that the most successful campaigns to date have tended to be those that tap into consumer sentiment. Research firm Verdict’s clothing and footwear analyst Honor Westnedge said: “Ads like the John Lewis one are less about brand and product and more what they represent, which is giving and enjoyment.”
Serge Vaezi, strategy director for brand consultancy and PR firm Freuds, said retailers that chose to focus on product in their ads, sometimes with celebrities attached, felt “a bit behind the curve”.
House of Fraser’s Christmas campaign ‘Be you, no matter who, this Christmas’ will launch on TV during The X Factor and I’m A Celebrity… Get Me Out of Here! on November 15.
Which campaign do you prefer? Take part in our poll at Drapersonline.com/news/christmas