How John Lewis Sleighed Social at Christmas

John Lewis, faced a critical challenge: maintaining relevance in a rapidly evolving media landscape dominated by social media. Traditional TV campaigns, while impactful, were losing momentum with younger audiences. The irony wasn't lost on us – John Lewis, the Christmas TV giant, needed to move beyond television to stay relevant.

To address this, we devised a radical shift in strategy: "Extend the Magic." We transformed the campaign into a dynamic, interactive event by leveraging the iconic "My Sonnet" song from our Christmas advert. We invited the nation to become active participants by creating their own unique interpretations of the song on TikTok. The results were spectacular. The campaign garnered a staggering 41 million views, reached 9.5 million unique users, and inspired over 1,000 entries. This level of reach would have been prohibitively expensive to achieve through traditional television advertising. Moreover, the campaign translated into tangible business impact, boosting brand awareness, consideration, and ultimately, sales during the crucial Christmas period.