At John Lewis & Partners, an employee is not just an employee – they are a co-owner of the business. To reflect this importance, in September 2018 we embarked upon a rebrand and changed from ‘John Lewis’ to ‘John Lewis & Partners’. To communicate this shift, we saw social media as a core channel to leverage, giving our Partners a way to engage directly with customers. The challenge was how could we harness a work-force of 25,000 Partners to represent the business and do so without the obvious risks?
This launched an initiative called #WeArePartners.
Allowing 25,000 Partners to take the reins on social was a sizeable shift in our strategy. The first phase and successful rollout saw training delivered to all 51 branches with Partners creating over 27,000 pieces of content.
When compared to own brand assets, amazingly Partner content performed better such as a +179% increase in conversion on website product pages and +38% improvement in ROAS across paid social adverts. We then undertook the most significant change in our media strategy –...
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