After going live just yesterday, John Lewis’ Christmas ad campaign has surpassed Asda’s Buddy the Elf campaign – the previous seasonal frontrunner – in terms of total possible views and impressions.
The ad, which has captured the attention of the nation in its bid to highlight the difficulties faced by children in the care system, has garnered a whopping 217 million potential impressions.
Following in second place, Asda’s joyful, state-of-the-art Buddy the Elf campaign which sees a VFX Will Ferrell reprise lines from the iconic 2003 film, has amassed 118 million impressions.
Supermarkets Aldi (51 million views), Tesco (40 million views), M&S (12 million views) and Sainsbury’s (10 million views) have all fallen way behind the two retailers holding gold and silver positions.
The data, collected by social media analytics company Sprout Social, also notes that Asda’s festive commercial leads for total engagements (likes, dislikes, comments and shares), beating John Lewis 52,680 to 20,951. Tesco also surpassed the retailer’s ‘Beginner’ ad, with 26,315 engagements. In spite of these stats however, both Asda’s and Tesco’s ads have been out for more than four days longer than John Lewis’.
In terms of Twitter video views, though Aldi currently sits on top with 1.5 million views, John Lewis has thrashed its other retailer competitors by gathering one million views in just over 24 hours. M&S, Asda and Sainsbury’s all have between 40,000 to 60,000 views each.
Another triumph for John Lewis comes in the form of ‘volume of messages’, doubling all but one of its rivals (Asda) with 10,463 messages in the reporting period.
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