Social sphere over the moon with John Lewis advert

November 6, 2015


Initial reaction to the much anticipated John Lewis #ManOnTheMoon Christmas advert has been overwhelmingly positive, according to real-time analysis of this morning’s social comments from eDigitalResearch.

eDigitalResearch monitored comments both in the build-up and immediately after the initial airing of the advert this morning at 8am on Twitter. Results from yesterday evening show that anticipation was growing amongst users – and they weren’t left disappointed after watching the #ManOnTheMoon advert first thing today.

Results show over five times as many people were positive than they were negative with many users describing the advert as ‘lovely’, ‘brilliant’, ‘wonderful’ and ‘beautiful’. People also liked the song choice, describing it as ‘iconic’, ‘amazing’ and ‘their favourite Oasis song’.

As with past John Lewis Christmas campaigns, eDigitalResearch also found that this year’s advert has sparked a significant emotional reaction from Twitter users – with people describing the advert as ‘tear jerking’ and ‘pulling on heart strings’.

Christmas adverts have become an increasingly important part of the retail calendar in recent years with many now running teaser trailers in the run-up to the release of the main TV airings. Lidl, Currys PC World and Waitrose have already released their 2015 Christmas campaigns this week – with the latter already generating over 60,000 views on YouTube in just a couple of days.

The John Lewis Christmas advert as we know it today started back in 2007 and has grown year-on-year to generate a huge amount of awareness for the retail brand. John Lewis’ #montythepenguin Christmas advert last year sparked almost 100,000 mentions in 24 hours on the day of the launch and was a sell-out success for the retailer.

This morning’s sentiment analysis to the #ManOnTheMoon advert was generated using eDigitalResearch’s new HUB Text Analytics tool – a revolutionary text analytics solution that combines a world-class engine with an interactive and intuitive interface.

Nada Gillard, Chief Product Officer at eDigitalResearch, comments, “The power of social is growing – brands can quickly and easily reach large and often targeted audiences through social media channels. By releasing this year’s campaign on Twitter, rather than during a big TV spot, has generated a huge amount of buzz and brand awareness for John Lewis. It’s why it’s key for brands in moments like this to continuously monitor what’s been said through tools such as HUB Text Analytics and take their social listening to the next level by discovering not only what customers are saying, but how they are feeling”.

Using HUB Text Analytics, eDigitalResearch were able to determine sentiment, as well as emerging themes and trends around the #ManontheMoon advert.