John Lewis is famous for their Christmas campaigns.   The essence and value of these campaigns is in their ability to build an emotional connection with their audience to ensure the brand is in the audience consideration set when choosing a Christmas shopping retailer.

With a big brand approach, John Lewis develops a deep emotional connection integrated across tv, outdoor and print, and supported instore, merchandise, social, and public relations.

Roadmap Strategy’s favourite John Lewis Christmas Campaign remains the 2014 classic, Monty the Penguin.

Monty won hearts around the globe with a story of friendship, giving and of course love.   The campaign performance metrics were off the charts, with over 350m social media views, soundtrack reached #3 on iTunes charts, 89% of tv audience had seen the ad at least once, and the campaign delivering GDP 141 incremental income for John Lewis.

However the 2014 John Lewis Monty the Penguin campaign, had an additional layer that made a real difference.   Partnering with two charities, John Lewis promoted WWF’s Adopt a Penguin scheme to help support their work in conserving penguin habitat.   In addition John Lewis donated a portion of every Monty the Penguin book sold to children’s charity Barnados’.

WWF reported a 350% increase in Penguin Adoptions, as a direct result of the campaign, and indirect value returned though awareness of the plight of penguin habitat, and knowledge of their broader adoption program.

John Lewis 2014 Christmas campaign is unquestionably one of the best they have delivered.   It strengthened their brand, ensured they were in the consumers Christmas retailer consideration set and supported causes close to the audience’s heart.

Authenticity and connecting with your customers in an emotional way is where the magic happens.  And this is never more pronounced and import as Christmas.

Roadmap Strategy is a niche marketing agency based in South Melbourne.   We welcome the opportunity to develop your next campaign and get the rubber hitting the road, and helping you achieve your business goals.