Another success for the John Lewis and M&S Christmas adverts.
The magic of Christmas brings out that spark in all of us. It’s that time of year where we can escape the stresses of everyday life and give in to the joyfulness of the festive season.
When someone asks me, ‘What’s your most memorable Christmas advert?’ there is always a particular few that I distinctly remember. These adverts stay with me thanks to the successful strategies the brands have used.
For a successful christmas advertising campaign, there are a few steps that are needed and this year, two brands have got it just right.
Both Marks & Spencer’s and John Lewis have just revealed this years Christmas adverts. But minus their celebrity status in the retail industry, there’s a few reasons as to why they are two of the most memorable brands for Christmas advertising and marketing:
Social Media Build Up
Before the reveal of John Lewis’ advert, the topic was already trending with thousands of people tweeting their excitement to see what enticing story the company had come up with this year. Not only did they tease people by tweeting about the Christmas advert:
John Lewis also decided to tease everyone just a little more with a subtle preview through Channel 4:
There’s nothing better to raise a brands audience and interest than giving them a little taster of what’s to come. With the promotion of the campaign hashtag, along with a short teaser clip, the audience eagerly wait with anticipation.
Emotions = Shares
Everybody loves those feel-good moments, and if an advertisement makes them feel a certain way, they are likely to share it. Marks & Spencer’s create that fun, happy, Christmassy feeling with their ‘Magic and Sparkle’ campaign. Christmas is a magical time for most and this is how M&S make us feel through their advert. With fairies, snow and the Christmas atmosphere, we get that happy, feel good emotion, which sparks that little glimmer of festiveness inside of us.
Whereas, John Lewis have taken the happy, melt your heart approach with their story of ‘Monty The Penguin’. Coming from a sentimental woman’s perspective, there’s nothing that makes us shed a little tear more than a happy story about a penguin looking for love (for the guys, I know you secretly tried to hold back those tears!). Giovanna Fletcher (wife of McBusted’s Tom Fletcher) posted a video of her husband’s reaction to the advert, and I think you can guess what that reaction was.
Along with their choice of song, the story and obviously the cute little animated penguin, the heart strings of thousands are pulled and we all willingly share with our friends, sparking a social media buzz! It’s simple marketing but it takes a great strategy and timing to become successful.
Cover Song Success
Both John Lewis and Marks and Spencer’s take the same approach when it comes to song choice. They both use classic songs and bring them back with a cover by an up and coming artist. A catchy song, that not only creates the emotion, but also stays with you; it’s the perfect way to go.
When it comes to John Lewis’ Christmas covers, they seem to feature their artists at the right time in their careers. Last year, Lily Allen’s cover of Somewhere Only We Know, reached number 1 in the charts by 24th November, only a couple of weeks after the release of their advert, and this was just as Lily Allen was returning to the spotlight, with her new song ‘Hard Out Here’. Great timing! This year, Tom Odell covers John Lennon’s ‘Real Love’, another young artist who has been high in the charts recently, which expands to a wider audience for John Lewis and for the artist and builds up their public profile. This year’s song has already climbed to #4 in the iTunes chart, just 3 days after releasing their advert! (Yes, I’m guilty of downloading this song already), but no one can resist a catchy (or in this case, cute) tune!
Here at YesYesBD, we love a good Christmas campaign and these two campaigns in particular seem to have our vote this year. It goes to show, although the status of your brand helps with success, it still all comes down to a great story, emotive content and some creative strategy and timing of the ad placement. Great work to both John Lewis and M&S (and their respective creative agencies) for their 2014 christmas campaigns.