The Most Effective Christmas Campaigns of 2017
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!
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 |
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.
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.
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