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Christmas Ad ranking

The Most Effective Christmas campaigns of 2017

By Colin Pye

Feeling Christmassy yet? With the launch of the new John Lewis ad just around the corner – the official start of the festive period – you can almost hear the sleigh bells. But if you are not quite feeling the Christmas spirit just yet – don’t worry!

To help get you into the mood, we have compiled a list of the most effective Christmas ads from last year.
Did John Lewis make it to the top of the Xmas tree? What were the real Christmas crackers from last year? And which were on Santa’s naughty list? All these questions are answered in our list (below), which was tested and compiled last year.

RANK      BRAND     CAMPAIGN (%) Score
1 Coca-Cola Gogglebox...Holidays Are Coming 96 10
2 Vodafone A Christmas Love Story 95 10
3 McDonalds Carrot stick Christmas 93 9
4 M&S Paddington and the Christmas visitor  85 9
5=6 Currys PC World Merry Techmas 84 8
5=6 H.Samuel Beautiful girls 84 8
7=8 Waitrose Christmas together 81 8
7=8 Heathrow  Bear Christmas 81 8
9=10 Pandora Do get what you wish for 80 8
9=10 Tesco Turkey, every which way 80 8
         
         

But how did we come up with the results? Well, all of last year’s Christmas ads were tested using our ground-breaking Emotion AI, which uses webcams to evaluate people’s emotional reactions to the content.
They were then ranked using EmotionAll® scores – a 1 to 10 performance score which compares videos’ emotional performance across our entire database of over 10,000 previously-tested videos – to see which ads generated the most engagement.

This EmotionAll® score can be segmented by age, gender or other metrics such as income.
 
Alongside Coca-Cola and McDonald’s, Tesco was another top 10 ad to feature typical household situations. Authenticity, providing a more honest representation of 'real-life'  Christmas, was a leading theme this year. 

Romance was another, being featured in four out of the top ten, H. Samuel, Heathrow and Pandora joined Vodafone in trying to capture people’s hearts. Further down the list of the 55 videos, lower-performing ads had a more rational approach with more attention given to products than narrative.
 

 
UNWRAP KEY FINDINGS  
 
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by Colin Pye

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