CASE STUDY: Sky Media elevate John Lewis' Christmas campaign

Provided by Sky Media
Sky continue the narrative of the John Lewis Christmas advert beyond TV to deepen the emotional connection with the audience

What was the Challenge / Background of the Campaign?

The John Lewis Christmas campaign has firmly established itself as one of the most anticipated advertising events of the year. It is famed for its emotive storytelling, which holds appeal across all demographics, in the UK. In 2016, John Lewis approached Sky Media with the question - "How can we make our Christmas campaign even more successful?" Sky Media accepted the challenge and the partnership set out to develop a campaign to elevate the John Lewis Christmas advert to new heights.

What was the Campaign Objective?

The idea for the campaign was to build on John Lewis' reputation for great storytelling and continue the narrative, beyond the TV advert, to deepen the brand's emotional connection with the audience.

What was the Solution?

Sky Media identified the best way to achieve this would be to create exclusive branded content, which would take the audience behind-the-scenes of the advert and bring the campaign the life. John Lewis' advert and branded content deserved to be watched on a big screen - so that the audience would experience the full impact of the creative. As a result, the campaign idea evolved to include placement of the advert and branded content on Sky's EPG (Electronic Programming Guide) homepage.

What were the Results?

Positioning on Sky's EPG (Electronic Programming Guide) homepage ensured millions of households across the UK would be exposed to the advert as soon as they turn on their TV, and could share another John Lewis iconic moment. The John Lewis VoD tile content was downloaded almost 1 million times. Once downloaded, homes were able to view the content as many times as they liked at moments that suited them and their families After just 4 days, the Linear roadblock across Sky Go & VOD achieved over 5m views.

What were the Key Learnings of this Campaign?

"Every year we try to evolve and innovate in our approach to our Christmas launch. The work with Sky Media for Buster the Boxer was another fantastic example of this and the results were exceptional." Rachel Swift, Head of Brand Marketing, John Lewis

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsContent was downloaded almost 1 million times
All adultsFemale
Both
ABC1
C2
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL01 Dec 16 - 31 Dec 16ENGAGEMENTBRANDED CONTENT / TV
BRANDED CONTENT / VIDEO
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