It’s that time of year again, when the UK’s largest retailers launch their much anticipated festive campaigns – but where will the success story lie and who will achieve the biggest shift in consumer perception and purchase intent? Maybe the answer lies in social media.
The main retailers will spend about £390 million on advertising over the last three months of 2013, according to market analyst Nielsen. That’s about the same as in 2012, but this year much more will be lavished online to mirror shopping habits. This change has seen the battle between TV Christmas adverts move online, as retailers specifically target social media. As a result, retailers are now looking at social media platforms, like Facebook and Twitter, as a means of measuring the direct impact of their TV ads.
For many, social media and TV now work in hand-in-hand, with brands such as Debenhams, Sainsbury’s, Morrisons, Tesco, Marks & Spencer and John Lewis, launching the Christmas ads in the last three weeks. Marks & Spencer and John Lewis even debuted their commercials on Facebook and Twitter, prior to their TV launch. This years increased focus online and the added emphasis given to social media, demonstrates that social media effectiveness is now a key method for measuring a brand’s success. If this really is the case, then John Lewis appears to be winning the Christmas ad battle so far.
Since the John Lewis promo teased on Facebook and Twitter on November 8th, figures from YouGov’s social media analysis tool, SoMA, show that 58 per cent of UK Twitter users have seen a mention of John Lewis since the ad launched. Among Facebook users that is nine per cent, a number YouGov says is “very high” for the social network.
By comparison, Marks & Spencer’s advert, which was released online on November 4th, was seen by 15 per cent of UK Twitter users and one per cent of Facebook’s. Debenhams’ campaign saw no uplift on social media following its TV debut on November 3rd.
So far, reaction to John Lewis’ campaign has been overwhelmingly positive. Among Twitter users, 52 per cent of comments have been positive, 28 per cent neutral and 20 per cent negative.
On Facebook, public posts have been even more in favour of John Lewis, with 79 per cent positive, 14 per cent neutral and seven per cent negative
In comparison to last year, John Lewis was up from 66,800 mentions, or 29 per cent, from its launch weekend last year – some way short of the stellar 265 per cent increase in conversations between 2011 and 2012.
Mentions peaked at 31,200 between 8pm and 9pm on TV launch day, with 4,700 tweets sent between 8:17pm and 8:18 pm alone. Of the tweeters, 30 per cent were male and 70 per cent were female.
Some 80 per cent of the tweets praised the ad, describing it as “cute” and “sweet”, while five per cent of tweeters claimed the ad had reduced them to tears. Only one per cent of tweets were outright negative about the ad and John Lewis.
The campaign also had a positive impact on the brand’s social media presence. Over the weekend, John Lewis acquired 7,000 new Twitter followers, 12,000 new Facebook fans and 4,600 additional subscribers on YouTube.
Ed Kitchingman, senior analyst at We Are Social, said: “John Lewis should be delighted with the overwhelming response and positive reaction to its 2013 advert. Its reputation, savvy marketing and clever use of social media to create hype ahead of its official release have helped turn the airing of its Christmas advert in to a national event.”
Most importantly of all though, purchase intent is also rising, up slightly to 13.6. In addition, John Lewis released its first weekly figures since the ad launched on November 17th, showing sales passed the £100 million mark for the first time this year and were up 10.7 per cent compared to the same period in 2012. However, this is actually behind Boots and Marks & Spencer, which makes us question again, who is really winning the Christmas ad battle?
Whilst John Lewis’ success in the social media arena really is second to none, it should be noted not too much emphasis should be attributed to social media achievements. While John Lewis appears to be winning the battle there, the most important indicator of the success of the campaign will be whether interest and positive perceptions translates into sales. So far, Purchase Intent is definitely rising, but there is still five weeks until Christmas and it will be the New Year until companies reveal their Christmas sales.