This paper tells the story of how, from 2012-2015, John Lewis created a series of Christmas campaigns that delivered outstanding return on investment.
It’s a story about giving and sharing. John Lewis gave the public heart-warming stories they could share. And when the nation gave John Lewis their business, they shared the profits with their staff.
Based on business, brand and customer insights, John Lewis’ Christmas strategy is to be the home of ‘thoughtful gifting’. Each year, that strategy is brought to life through emotive stories, supported by a media strategy that builds anticipation, awareness and immersion through technology and instore experiences.
The result was Britain’s most famous advertising campaign.
People loved the stories and they got everyone talking. Campaign launches became a national event. People increasingly sought out the advertising online leading to 78m views online. Suppliers began to fund the campaign. Charities partnered with us to raise support for their causes. The public and other brands jumped on the bandwagon with parodies.
Crucially, this virtuous circle of...
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