John Lewis Christmas Creator Campaign
Submitted by SEEN ConnectsAgency IPI Score 42/100

John Lewis Christmas Creator Campaign

Influencer Marketing

SEEN Connects worked with 14 creators to build buzz across socials for John Lewis ahead of its Christmas ad, with SEEN Connects reporting a reach of 2.97M.

2.97MReach
227KEngagement
227KEngagement Rate

About the campaign

SEEN Connects worked with 14 creators to build buzz for John Lewis at Christmas, reaching 2.97m. The John Lewis Christmas ad is the most anticipated Christmas ad in the UK. Ahead of its launch, the brief was content that stopped people scrolling and cut through the noise.

The agency partnered with a network of 14 creators to make inspiring and emotive content across socials. The creators tapped into festive sub-traditions, from Black Friday to decorating the tree. The aim was to show the magic in every festive experience, whether or not Christmas is a key event for the viewer.

The agency reports a reach of 2.97m, which was 43% above KPI. Engagement reached 227k, which was 278% above KPI. The engagement rate was 9%, which was 81% above predicted. The content reached both existing and new audiences.

Case in 60 seconds

John Lewis needed to build buzz ahead of the launch of its Christmas ad, the most anticipated Christmas ad in the UK, so festive content had to stop people in their scroll and cut through the noise.

Christmas is not a key event for everyone, so a festive campaign built only around the big day would leave part of the audience out, while smaller sub-traditions give more people a way into the season.

Showing the magic in every festive experience regardless of size, SEEN Connects built the work around everyday sub-traditions so that John Lewis sat at the centre of Christmas across socials.

A network of 14 creators made inspiring and emotive content across socials, tapping into sub-traditions from Black Friday to decorating the tree to drive awareness of John Lewis' festive offerings before the Christmas ad launched.

SEEN Connects reports a reach of 2.97m, 43% above KPI, and engagement of 227k, 278% above KPI, while the 9% engagement rate came in 81% above predicted across existing and new audiences.

Strategy Breakdown

Existing and new audiences across socials, including people for whom Christmas is not a key event.
Christmas is a key event for some people and not for others, so the work set out to show festive moments of every size that anyone could enjoy with John Lewis.
Christmas advertising is crowded and the John Lewis ad arrives under heavy anticipation, so pre-launch content had to stop people in their scroll to cut through the noise.
John Lewis is placed at the centre of Christmas across socials, as the brand that each festive sub-tradition, from Black Friday to decorating the tree, connects back to.

Creative & Execution System

Partners

  • SEEN Connects

Results & Evidence

MetricValue
Reach2.97M reach
Engagement227K engagement
Engagement Rate227K

Why SEEN Connects' strategy worked

  1. 1

    Splitting a seasonal moment into smaller sub-traditions gives creators several distinct entry points, because a Black Friday post and a tree decorating post meet people at different stages of the same season.

  2. 2

    Framing the season as open to people for whom Christmas is not a key event widens the audience a festive brand can address, because inclusion is written into the brief rather than added afterwards.

  3. 3

    Running creator content ahead of a major ad launch lets a brand build anticipation in social feeds before the ad itself arrives, so the launch reaches an audience that has already been warmed up.

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