John Lewis feels like a big brand but it isn’t. It only has 36 retail stores. For the last few years, marketers have awaited the, now famous, Christmas advert.

John Lewis is a middle income, premium store that has managed to survive the recession. The issue that John Lewis identified was that over 18 month period they had a limited relevance to a lot of customers with only one visit over that period. Their goal with their advertising over the last couple of years has been to increase that visit frequency and drive acquisition.

Another rather interesting fact is that 20% of their annual turnover is achieved in the 5 weeks over Christmas, making this time period and how it is marketed pivotal in their survival.

Give yourself 30 minutes to watch this fascinating case study.

Social media has played a key part in this years campaign with the Bear and the Hare have their own Twitter accounts. Further revenue streams have been created as a result of the creative being animated this year, you can buy tiys of the characters, DVD

Key Takeaways: John Lewis Case Study

  • Match your advertising to your brand promise- John Lewis used their “Thoughtful Gifting” ethos to shape the feeling of their Christmas ads.
  • Have a musical strategy – Double or triple your airplay for nothing by having the music from your ad in the charts at the same time
  • Have a strong media plan – make your creative shareable, and get your creative out as soon as possible, to as many people as possible.
  • Television is still the most emotional media.
  • 2009 – 2012 John Lewis advertising has driven £260 million in incremental profit.
  • 10% more customers acquired.
  • 6% rise on spend per head per customer.
  • For every £1 spent £10 in income generated.
  • 67% people more willing to shop at John Lewis as a result off the advertising.

Here is the 2013 campaign for those of you who may not have seen it yet, or for those who want to give it another cheeky view. At the time of this post it is at 7 million views.

Originally published here

By Steven Cole (Head of Digital @ Navada Group)