Media Coverage
Source: The Sunday Times
Media Coverage
11.09.14
The UK’s Sunday Times reports the holiday advertising battle is in full swing among the country’s biggest retailers, and this year the most popular campaigns include customer-centric social media elements poised to go viral, if they haven’t already.
In the two most notable campaigns so far, department store John Lewis introduced the world to the lovelorn Monty the Penguin via Twitter, quickly racking up 4 million YouTube hits in the first 24 hours, while Marks and Spencer’s undercover @TheTwoFairies Twitter account has captivated followers. The retailer just revealed it is behind the account, which has followed two “fairies” bestowing random acts of holiday kindness, such as delivering snow to schoolchildren and treats to hospital workers.
It appears the key to the most popular campaigns are their focus on customers and emotional social interactions, as opposed to competition among the retailers themselves.
This year’s ads moved away from “some of the more aggressive brand comparisons seen in the past,” said Pillsbury IP senior associate Steven Farmer.