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:

Advertisements

PR campaigns

No matter what size a company or organisation is, PR strategies are seriously important – whether it’s promoting new products or campaigns or purely to raise awareness and public interest.

The business sector is full of PR stunts – making news out of effectively nothing.

With the build up to Christmas, there is one company that always dominate the annual unveiling of Christmas adverts. This is of course John Lewis. Each year, millions of pounds are invested into creating these iconic Christmas ads, aiming to entice as many shoppers into the department store as possible. Also to show the company is keen to fully immerse itself in the Christmas spirit.

Back in 2014, PR week’s Ian Griggs discussed the campaign costing John Lewis a whopping £7 million. With the fluctuating value of the pound and recent effects of Brexit – perhaps John Lewis may cut costs in this area. However, every year there are constant competitors in rival supermarkets/department stores such as M & S, Asda, Sainsbury’s & Aldi.

This 2014 edition involving ‘ Monty The Penguin’ was extremely successful. In both viewers and fetching massive sales in the Monty The Penguin soft toy that fully sold out in stores across the UK. Who thought people would go so crazy about a stuffed soft toy?

It is quite interesting to observe the evolution of the John Lewis Christmas advert – from it’s first airing in 2007 till the present day. Why don’t you Pick your favourite? Personally I don’t think you can pick the 2014 edition. I think it is very clever the way it is ‘just a dream’ at the end of the trailer. Also a clever marketing strategy to get people so into the advert that they want to by the exact same penguin for their kids or even themselves!

There has been mass amounts of anticipation on Twitter for this years much awaited reveal, courtesy of the Dailly Mirror. This just goes to show how strong the PR team at John Lewis is. They’ve pretty much trade marked the Christmas advert in the festive season, with people already discussing what artist or music will be accompanying the trailer. Others believe there may be a tribute to the legend David Bowie who sadly passed away this year.