Almost all of the 2023 Christmas campaigns have received a better online reaction than John Lewis, according to the most recent data from social media management and analytics firm Sprout Social.
Analysis of the X/Twitter traffic for eight Christmas ads has revealed that Aldi’s ‘Kevin and the Christmas Factory’ is the most positively received Christmas advert so far, with 91% positive sentiment on the social media platform.
The other online reactions and traffic analysed were from the John Lewis, Waitrose, M&S, Aldi UK, Sainsburys, Amazon UK, Lidl UK, and Asda Christmas ads.
Sprout Social found that while Marks and Spencer and John Lewis adverts garnered more overall engagement, messages and impressions, its ‘sentiment analysis’ found they also proved more divisive – and in some cases, controversial.
While some viewers simply weren’t overly keen on John Lewis’ new Venus flytrap-themed direction, (it scored just 68% for positive sentiment) it was Marks and Spencer that really came under fire on social media for a misinterpreted still from the shoot, which wasn’t even used in the final cut.
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However, the strength of that negative coverage boosted social media activity for the clothing and home advert which generated 57m impressions, 15,199 messages and 136,025 engagements.
By comparison, John Lewis came in second with 106m impressions, 3,248 messages and 17,928 engagements.
Comparatively, Aldi’s latest addition to its ‘Kevin the Carrot’ ad franchise generated just 1,652 messages and 2,773 engagements on X/Twitter, with 17m potential views – despite being the most positively received advert of those being tracked.
This year’s Amazon ad scored similarly, with 17m impressions and 1,696 messages, but also scored highly on sentiment. Its score of 93% positive sentiment gave it a higher ‘likability’ ranking than Aldi but across a lower number of messages.
Sainsbury’s bought up the rear with just over one million impressions and only 193 messages and 282 engagements.
