What this year’s Christmas adverts can teach us about making a great ad campaign December 17, 2018 With just over a week to go until Christmas Day, the big question is: have you bought all your presents yet? (I haven’t.) If you have, did any of this year’s festive ads sway your opinion? Did Elton John tickling the ivories mean that retailer John Lewis tickled your fancy, or did you feel like doing [...]
Christmas is giving us the gift of retail relationships December 16, 2018 This year’s flagship Christmas advert from John Lewis shows how the gift of a piano to Elton John as a child gave him a talent that he nurtured into an incredible career as a musician. The ad also raised an important question – what can marketers learn from the idea behind the slogan “a gift [...]
Carrot or stick? For Aldi and Lidl, equal pay goes hand in hand with commercial success December 13, 2018 Kevin the Carrot, who once again features in Aldi’s Christmas advert, is proving a bigger hit with shoppers than even Elton John, star of the John Lewis ad. Soft-toy versions of the animated vegetable sold out at 4am on the day of release in some areas and have reportedly provoked fights among customers desperate to [...]
Black Friday draws in biggest ever week of sales for John Lewis November 27, 2018 John Lewis Partnership said today that it has seen its biggest ever week of sales as shoppers flooded the beleaguered retailer’s stores for Black Friday discounts. Total sales for the week jumped 7.7 per cent when compared with the same week last year, as purchases hit a record in the firm’s 150-year-old history. Fashion and home [...]
Ditch expensive Christmas TV ads and switch to influencer marketing instead November 26, 2018 Last year, John Lewis spent £7m on its Christmas ad campaign. This year, it announced that its profits had crashed by 99 per cent. Debenhams also warmed the hearts of the Christmas consumers in 2017 with a sumptuous, but expensive, festive ad. In June, it announced that it would see its third consecutive profit slump. [...]
West End retailers go to town on promotions to ensure expected £150m Black Friday boost November 21, 2018 Retail sales on London’s busiest shopping streets are expected to see a £150m boost over the Black Friday weekend amid challenging conditions on the high street, according to a trade group representing retailers in the area. Sales are expected to equal those of last year among around 600 retailers on Bond Street, Oxford Street and Regent Street, [...]
Weekly sales slump at John Lewis ahead of crucial Christmas period November 20, 2018 John Lewis Partnership has suffered its second consecutive week of tumbling sales, in a downturn that the retailer will be hoping to reverse as it enters Black Friday and the Christmas shopping season. Britain’s largest department store chain said today that total sales in the week to 17 November had plunged 6.8 per cent year-on-year, [...]
John Lewis, Sainsbury’s, or M&S? Whose Christmas ad was best this year November 20, 2018 So this is Christmas. And what have you done? Another year over, and the festive ads just begun. Yes, ’tis the season for brands to splash the cash on fancy holiday-themed adverts in hope of attracting that sweet Christmas shopping revenue. Retailer John Lewis has been the reigning champion of the season for the past [...]
Twitter picks a man named John Lewis as the star of its new Christmas advert November 20, 2018 Every year, a man named John Lewis in Virginia receives over 50,000 tweets intended for UK department store John Lewis and Partners. This year, he's been made the star of Twitter's Christmas advert. Lewis secured the Twitter username @JohnLewis in 2007, and has become known for his witty responses to people who confuse him for [...]
All I want for Christmas… is for retailers to get real and rethink their festive ads November 20, 2018 TV has long been a staple of Christmas advertising, highlighted by the millions of people who look forward to the annual John Lewis spot. This year, the retailer reportedly spent millions of pounds on a cameo from Elton John, though it is being tight-lipped about exactly how much. However, while the department store’s festive offering [...]