It’s that time of the year again. No, it’s not quite Christmas, it’s time for the John Lewis Christmas advert. What was once a mantel held by Coca-Cola, dictating the start of the holiday season, has now been taken on by high end retailer John Lewis.
What started in 2011 as a sweet little boy giving his parents a present for Christmas, has now grown into a full blown Christmas institution.
Once again, John Lewis have led the way, causing a Twitter furore. In the first three hours of the 2014 campaign, there have been more mentions on Twitter of Monty the Penguin than in the first 24 hours of The Bear & The Hare.
Here are the stats:
In 2014, in the first 3 hours of the advert going live:
- Twitter buzz – 49,562 tweets about the John Lewis Monty the Penguin advert
- #montythepenguin was number 1 UK trend within 90 minutes of advert release
- Sentiment – 2.3% Negative, 97.7% positive/neutral
- The penguin: everyone wants their own Monty.
- Tom Odell: His cover of Real Love is also proving very popular
- A number of people on Twitter were pointing out that the young boy had basically just got his penguin a mail order bride. Example
In 2013 – what the first 24 hours showed
- Twitter buzz – 49,152 tweets for the John Lewis Christmas Advert 2013 The Bear and The Hare. A huge increase on the 21,027 during the same period last year
- Sentiment – 16% Negative, 84% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
- Loved – The song, Lily Allen is back and proving popular
- Hated – John Lewis have set the bar high, and the public are expecting great things. Therefore some reactions, were to be expected. Example tweet
In 2012 – what the first 24 hours showed
- Twitter buzz – 21,027 tweets for the John Lewis Christmas Advert 2012 Warm At Heart
- YouTube views – 3.4m
- Sentiment – 4% Negative, 96% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
- Loved – The story, #snowmanjourney, #thejourney were popular, user generated hashtags
- Hated – Die hard Frankie Goes To Hollywood fans weren’t taken by the ‘twee’ ‘slushy’ version