PR campaigns II: The Battle of the Christmas ads

A few blog posts ago, I talked about the power of social media campaigns fuelled by public relations. In this particular example I discussed my employer John Lewis – and their successful role as a company to create engaging Christmas adverts for the general public.

With this in mind, it costs companies like John Lewis millions of pounds every year to fund such campaigns. Especially with other competitors following in the partnership’s footsteps – it is important to keep up with the demand for more successful media.

The 2016 John Lewis Christmas advert: #BusterTheDog

There have been many mixed reviews of this advert with people wanting more of a ‘tear jerker’ like the previous year, ” Man on the moon” This advert cost the company an astonishing £7 million.

From a marketing perspective it is interesting to note how impressive the John Lewis campaign is. As discussed previously, the 2014 campaign with #MontyThePenguin – was so successful that the Monty The Penguin merchandise completely sold out in John Lewis nationwide. It appears that they have decided to follow this motive and introduce Buster the boxer and other animals that featured in the ad. A great way of making even more money around the Christmas period.

This recurring theme of the dog Buster is a key theme implemented by John Lewis. Both as a marketing perspective and how the hashtag #BusterTheBoxer can thrive in social media. Showing the power of social media for public relations and organisations. Even other companies have used this advert to their own advantage – to gain attention from the public eye.

sportsdirectThe marketing department of Sports Direct have been very clever by using a play on words from the newly released John Lewis advert. ‘price Buster’ in reference to Buster the dog. This adds a sense of humour and also that marketing edge from other companies stocking trampolines and products alike.

It is quite interesting to monitor other competitors such as Aldi with the build up to the festive season. Previous years they opted to ‘take the mick’ out of the infamous John Lewis ad by defining a sheer comparison of price between the two companies. With a key aim to encourage customers to walk away from the partnership’s high price range. However, this year Aldi has decided to up their game by introducing a new advert of their own:

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