John Lewis & Partners: 10 years of thoughtful gifting

John Lewis, a department store, launched a campaign in the UK to increase consumers spending, emotional affinity for the brand and profit and share of department store market, and deliver Britain's most loved, shared and talked about advertising.

Objectives

For the last decade, the single biggest objective of the John Lewis Christmas campaign has been to create Britain's most loved, shared, and talked about advertising.

Not just because we want to be famous.

Because we are, and always have been, firm believers that when you create a piece of work that the public genuinely loves – brand and business growth will always follow.

So, we were confident that, if we were to focus on this, first and foremost, - our other (but no less important) objectives would follow.

These were:

  1. Get more people spending more (our consumer behaviour...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands