The objective was to deliver a market-leading Christmas campaign for John Lewis. Put another way, this paper unwraps a whole new level of campaign integration and activation, never seen before by any retailer in the UK. As a result it sets the benchmark for all brands whose marketing programmes aim for emotional engagement, multi-touchpoint activation, social sharing, PR generation, and above all commercial success.
This is Christmas. And this is the John Lewis Christmas campaign. This is arguably the most high profile marketing campaign in the UK, and the most significant commercial period for all retailers. Each new John Lewis Christmas campaign is hotly anticipated, analysed, debated, critiqued, rated and pretty much talked about by everyone. Failing to engage the nation will therefore have a significant commercial, social and cultural impact on the John Lewis brand.
The Monty the Penguin campaign was the most viewed 29 million times. It was shared 288,000 times. Soft toys of Monty & Mabel sold out in a day. Monty ran in windows, in-store and even on the roof of the Oxford Street shop. He featured in books, apps, and on a huge range of merchandise.
Overall merchandise sales from the campaign paid for the ad.
John Lewis Christmas sales were 5.8% up on 2013 – itself a record year.
John Lewis experienced a record sales week, taking £175m for the first time, and overall outperformed the BRC by 4%.
Econometrics has proved a profit ROI of £7.44 on every pound spent on marketing. The highest return of any John Lewis Christmas campaign.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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