10 lessons for marketers from John Lewis' ongoing success
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.
This is the most high-profile marketing campaign in the UK, at the most commercially important time of year. Each new John Lewis Christmas campaign is anticipated and talked about by pretty much everyone. But it isn’t just ‘nice to watch’, it isn’t just hot air; it halts the nation, it has become part of our culture, and most importantly, it drives business success.
IPA Effectiveness Awards Chairman of Judges Dame Dianne Thompson Former CEO, Camelot