John Lewis: Christmas

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Executive summary

This paper tells the story of how, from 2012-2015, John Lewis created a series of Christmas campaigns that delivered outstanding return on investment.

It's a story about giving and sharing. John Lewis gave the public heart-warming stories they could share. And when the nation gave John Lewis their business, they shared the profits with their staff.

Based on business, brand and customer insights, John Lewis' Christmas strategy is to be the home of 'thoughtful gifting'. Each year, that strategy is brought to life through emotive stories, supported by a media strategy that builds anticipation, awareness and immersion through...

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