John Lewis Christmas Ad Hashtag – How popular has this been in the past five years?

 

  • 2015 – #onthemoon – 2,066 mentions in the past 7 days (and not even launched)
  • 2014 – #montythepenguin – 97,257 mentions over 24 hours on day of launch
  • 2013 – #bearandhare – 6,826 mentions over 24 hours on day of launch
  • 2012 – #snowmanjourney – 649 mentions over 24 hours on day of launch (no official hashtag in 2012, #snowmanjourney was user created in a time when Twitter was less popular)
  • 2011 – #thelongwait – data to low to measure accurately (no official hashtag in 2011, #thelongwait was user created in a time when Twitter was less popular)

 

John Lewis Christmas Soundtrack – How popular has this been in the past five years?

 

  • 2015 – Half the world away – 266 mentions in past 7 days (artist not used due to it currently being a mystery!)
  • 2014 – Tom Odell – 3,670 mentions over 24 hours on day of launch
  • 2013 – Lily Allen – 3,303 mentions over 24 hours on day of launch
  • 2012 – Gabrielle Aplin – 817 mentions over 24 hours on day of launch
  • 2011 – Slow Moving Millie – 60 mentions over 24 hours on day of launch

 

Insights on the above data:

  • John Lewis did note provide an official hashtag for the Christmas ad in 2011 and 2012. As a result, mentions were lower and the community created hashtags themselves. By providing a hashtag to use, John Lewis has increased the number of mentions and campaign reach
  • In 2011 & 2012 the musicians received more mentions that the ads themselves. There is no doubt the music is still extremely powerful, but the ads themselves are now telling much more of a unique story that gets people talking more than they do about the track
  • The first 24 hours is usually the YouTube launch, not the TV launch, so this will have some impact on the number of people who see the initial ad
  • Twitter has become more mainstream over the years which explains some of the lower figures in the earlier years

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