New John Lewis Christmas ad sets to break retailer’s own records on social media

John Lewis Christmas ad 2013It’s hard to believe that a mere six years ago, John Lewis had never advertised on television. Now the beloved British retailer is dishing out lessons in how to own Christmas television advertising.

Thanks to this data analysis just in from Hotwire/33Digital, indications are that mere hours after the 2013 offering first appeared online, John Lewis is set to break its own records.

In 2011 – what the first 24 hours showed

– Twitter buzz: 14,054 tweets for the John Lewis Christmas ad 2011, ‘The Long Wait’

– YouTube views: 5.2 million

– Sentiment: three per cent Negative, 97 per cent positive/neutral. This included Twitter users who were sharing the ad as opposed to commenting on it

– What Twitter loved: the song, Slow Moving Millie’s track ‘Please, please, please’ went down extremely well

– What Twitter Hated: the pace,  ‘boring’ and ‘slow’ were used to review the ad

– The competition: John Lewis reigned over M&S. Example tweet

For the whole of November: 91,551 Twitter mentions for the month, with similar sentiment throughout.

 

In 2012 – what the first 24 hours showed

– Twitter buzz: 21,027 tweets for the John Lewis Christmas ad 2012 ‘Warm At Heart’

– YouTube views: 3.4 million

– Sentiment: four per cent negative, 96 per cent positive/neutral. This included Twitter users who were sharing the ad as opposed to commenting on it

– Twitter loved: the story, #snowmanjourney, #thejourney were popular, user generated hashtags

– Twitter hated  - Die hard Frankie Goes To Hollywood fans weren’t taken by the ‘twee’ ‘slushy’ version of their classic Christmas hit ‘The Power of Love’

For the whole of November: 220,768 Twitter mentions for the whole month, with similar sentiment throughout.

 

In 2013 – what the first  few hours have shown

– Twitter buzz: 14,500 tweets for the John Lewis Christmas ad 2013 ‘The Bear and The Hare’ (at the time of writing)

– Sentiment: six per cent negative, 94 per cent positive/neutral. This included Twitter users who were sharing the ad as opposed to commenting on it

– Twitter loved: the song, Lily Allen is back and proving popular.

– Twitter hated: John Lewis has set the bar high, and the public are expecting great things. Therefore some negative reactions, were to be expected. Example tweet

For the whole of November: Time can only tell, YouTube views may not beat 2011’s result, but social mentions certainly will surpass both years combined.