This morning saw the release of the 2015 John Lewis Christmas advert – ‘Man on the Moon’. Keeping to the same emotive style of its previous efforts and partnering with Age UK, the ad highlights the plight of older people who are lonely at Christmas. Following the popularity of ‘Monty the Penguin’ last year, Meltwater looks at the social buzz immediately following the release.
From 8 - 9:30am, over 26,000 of you took to social media to voice your opinion, with more than 18,700 on Twitter alone. Looking across all social channels, the sentiment was 29 per cent positive and 13 per cent negative, with an overwhelming 58 per cent of you posting neutral comment about the new ad.
The data shows us that there is some uncertainty around the ad content, but that may well be due to the emotive subject matter – the point of the ad is for people to engage with the Age UK campaign and raise money for the charity through a text-to-donate scheme, which only works if people feel the difficulties of elderly loneliness. John Lewis will be banking on an overwhelming response since Christmas trading represents about 40 per cent of its annual revenues. By donating proceeds from ad-themed merchandise to Age UK, the John Lewis brand is aligned to a worthy cause, while driving consumers in-store and online for incremental purchases.
By Heidi Myers, marketing and communications director, EMEA at Meltwater.
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