A week on from the launch of John Lewis’ festive ad ‘The Bear and Hare’ how did it compare to previous Christmas campaigns? Crimson Hexagon, a provider of social media analysis platform ForSight and a library of 365 billion posts (that grows by a billion every two days) looks at how the £7m campaign has […]
A week on from the launch of John Lewis’ festive ad ‘The Bear and Hare’ how did it compare to previous Christmas campaigns? Crimson Hexagon, a provider of social media analysis platform ForSight and a library of 365 billion posts (that grows by a billion every two days) looks at how the £7m campaign has fared so far on Twitter.
The animated tale, which seems to be one of the most discussed festive commercials, generated a total of 63,857 posts from the beginning of November to 21st November.
Social media shows how TV Christmas adverts are still a great way to engage with users, as ForSight found with:
69% of social media conversations about John Lewis’s bear and hare advert are positive, of which:
*7% eagerly anticipating the festive season
*4% of those posting labeling it as a must see event
*6% of social media users discussing the advert comment on the music – and how much they like Lilly Allen’s rendition of Keane’s ‘Somewhere only we go’
*30% of users say it’s cute, evokes emotions or makes them cry
*6% say it’s the best Christmas advert of 2013
* 17% of posts, comments, tweets are generally positive
25% Neutral
1% are talking about the ‘x factor’ of Christmas adverts
2% are discussing the other big Xmas adverts
3% are joking about their own interpretation
20% general neutral conversations
5% Negative
* Less than 1% of users express a dislike for the music
*2% of social media users argue it’s not as good as the other festive commercials
*2% express general negativity
http://www.crimsonhexagon.com
Watch this behind the scenes video showing how the advert was made here:
