John Lewis winning Christmas ad battle as ‘big four’ struggle
New data shows ad campaigns that generate social buzz, as well as a popular TV ad, are performing well with consumers this festive season.
John Lewis is way ahead in the Christmas ad battle this year as its popular TV ad featuring Buster the Boxer (above) and buzz on social media translates to high consumer engagement. Thanks to the Buster the Boxer campaign, John Lewis has clocked up an impressive 203,199 mentions across social media since 4 November, Waggener Edstrom [WE] On the other end of the scale, the likes of Asda, Boots and Debenhams have all struggled for social buzz, generating just 3,411, 2,223 and 1,578 mentions respectively. Brand Number of mentions [4 November to 20 November] John Lewis 203,199 Marks & Spencer 43,376 Sainsbury’s 41,773 Waitrose 33,843 Aldi 12,457 Argos 10,031 Tesco 7,553 Iceland 4,730 Morrisons 4,047 Morrisons 4,047