What can we learn from two snowmen, a bear and a hare, a penguin called Monty and the man on the moon? In this film, Les Binet shares the 10 key ingredients of John Lewis’ business transforming Christmas advertising.
The Christmas season is a critical time of year for most retailers and that’s no less true for John Lewis where it accounts for around 20% of annual sales and 40% of profits, from which staff bonuses are generated.
The 2016 IPA Effectiveness Awards Grand Prix was picked up by John Lewis’s agencies adam&eveDDB and Manning Gottlieb OMD for proving how their heart-warming Christmas campaigns between 2012-2015 increased sales during the festive season by 16% on average, and produced over £8 of profit for every £1 spent. As a result, John Lewis’s annual market share increased to 29.6%, its highest level ever.
These growth-driving Christmas campaigns used emotional rather than rational messaging; engaging storytelling and a unifying idea of ‘thoughtful giving’
They also deployed 10 key learnings crucial to the advertising success. These are explored in the film above.