Christmas the Time of Social Marketing


Two retailers, John Lewis and Marks & Spencer’s, have shown the world the importance of putting social “at the heart” of an integrated campaign, stated Sarah Vizard.

John Lewis, a department store based in Great Britain, has created a holiday campaign about a young boy and his pet penguin named Monty. The ad sends a positive message on friendship and christmas love.

Since its debut, a communications agency, Waggener Edstrom’s Brand Agility, has noticed that the campaign has gained more notoriety on social media and is constantly increasing visibility as it leads into its fourth week. The Waggener Edstrom‘s Brand Agility company has conducted a study for this year’s christmas campaigns by using a index to measure the engagement, originality, differentiation, and relevance of each campaign for the past 30 days.  John Lewis received a 44, which is the highest score.

The other popular ad that been making a splash is the two fairies ad by Marks and Spencer, a British multinational retail store. These two fairies go around the city and use their magic to help strangers by performing “random acts of kindness.” They received the second highest score of 42.

Each retailer had created dynamic characters and story lines which enabled them to generate buzz from the ads and from it created a strong social media following. The two fairies and Monty the penguin now have their own Twitter profiles. We Are Social, a social media agency, has collected data showing that #MontythePenguin has been mentioned over 200,000 times on Twitter and #followthefairies over 24,000 times. This has increased engagement and communication with audiences for both retailers.

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Example of John Lewis’ Twitter for #MontythePenguin

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See how Marks & Spencer encourage social action through magic and christmas by giving away christmas trees to those in need.

The final results from the study demonstrated that having “strong content creation, audience interaction, and quick responses” makes for a winning campaign, Vizard said.

Check out the two ads below and see how creating a social ad encourages customers to communicate and connect with retailers. Contact us today to find out how we can help you with your social PR campaign. Follow us on Facebook and Twitter.

John Lewis’ Monty the Penguin


Marks & Spencer’s Follow the Fairies


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