For large brands, like John Lewis, Christmas offers a signature time to show off with huge-budget, creative TV campaigns. These can steal the attention from actual programmes and become a phenomenon in their own right.
The scale and popularity of these adverts are a potential hit in sealing the firm’s reputation for the year. But it can be a miss if it fails to connect with the public. The aim is a resulting festive sales boost . In the run up to Christmas, Igniyte will summarise three successful ads and what they show about the reputation of the wider brand.
A number of ways are use to define ‘successful’ ads . Acknowledgement from industry leading titles, such as Campaign, are one sign of this. Another mark of success in any multi-media marketing campaign is arguable in social media sharing.
John Lewis spectacular
Combining both of the above, this year’s seasonal spectacular from John Lewis has not only featured near constantly in key titles, but has also officially become 2016’s most shared ad of the year. The aforementioned article notes the importance of shares, as the ad stands as John Lewis’s most shared ever. Furthering this, it is also firmly set as the fifth most shared Holiday advertisement of all time. It is competing successfully with international brand giants such as Nike and the Super Bowl.
For a comparatively small British department store, this is an extraordinary achievement, especially since the ad took a dramatic turn from the firm’s (tried & tested) ads formulae in recent years.
From lonely penguins, to an isolated man on the moon, to a following a woman from birth to old age, John Lewis adverts – though touching – often fall into the tear-jerking emotional category. This year however, with a radical change of direction, the brand’s ad agency Adam & Eve DDB opted for an upbeat, fun visual film featuring a dog called Buster.
Using CGI, the ad creates the illusion of a boxer (and woodland creatures) being captivated by a trampoline. The animals’ reactions are akin to those of a young child awaking to such a magnificent gift on Christmas Day.
The ad embodies wonderment and ‘the cute factor’. People all over the world have fallen in love with Buster. The 7,000 comments left on YouTube for the above video serve as evidence. At the same time, John Lewis hasn’t lost any of its brand messaging. The ad still connects well with its target audience of middle-class suburban families. After all, who else would have the physical space, requirement or pester-power needed to purchase a trampoline?
With both media and retail shifting more than any period in history, it’s a mark of the strength of the John Lewis brand to use, essentially, TV advertising so effectively to gain an unwavering abundance of admirers.
It’s true the brand also used a Twitter promoted hashtag and sponsored Snapchat filter (in addition to paid posts on Facebook, Twitter and beyond) upon its initial screenings. But this doesn’t detract from the brand’s understanding of its core audience, potential audience and media diversification.
The investment in advertising here reaps unchartered rewards in terms of sustaining a genuinely favourable and positive public reputation. This creates longevity the brand builds on year after year.