Winner revealed - Fresh Egg's Verdict: Christmas Ads Unwrapped - Fresh Egg Blog

Fresh Egg's verdict: Christmas ads unwrapped

Online content creator

Christmas advert review

And the winner is...

Now that Christmas 2015 is over and the final scores have been counted, we can reveal Fresh Egg’s Christmas advert winner for 2015 is… JOHN LEWIS with Man on the Moon.

Our head of inbound David Somerville judged the winner and tells us why John Lewis has been crowned our Christmas cracker:

David-somerville-300

“2015 was a real bumper year for Christmas marketing campaigns, with an increasing number of brands expanding their campaigns beyond their traditional TV slots across a variety of digital marketing channels.

“What was particularly interesting for me was seeing brands launch campaigns digital-first – they pushed them out via their social channels and posted live on YouTube sometimes days before they were aired on TV. This helped to reinforce a real shift from those traditional mediums. The smart brands know their customers are using social media constantly and that this is where the real engagement takes place.

“With regards to our own awards, it was a very close call with both John Lewis and Sainsbury’s battling for the top spot. After much debate in the office we chose John Lewis as the winner of the Fresh Egg 2015 Christmas Ads award.

“As well as its high levels of video views and mentions on social media, I feel that the fact Aldi created a spoof version, plus so many people have been talking about it both online and offline, means it really did capture people’s attention.”

Fresh Egg unwraps the Christmas ads 

Christmas has come early this year in digital marketing land. Asda kicked off the Christmas promotions on November 1, despite a whopping 54 days to go until the celebrations start, which has since led to a flurry of adverts - many of which were debuted first online before the TV premier.

Now, as other key retailers unveil their bid to take a slice of the Christmas pudding this year, Fresh Egg unwraps the key Christmas ads, giving our critique on their festive spirit. We sort the crackers from the turkeys to find out who will reign supreme when it comes to digital marketing this Christmas.

The data has been taken as it stands on Friday 15 January. 

How we calculated the scores

The adverts are given a score out of five stars. We've based these on:

  • YouTube views (N.B. these views may be paid as well as organic)
  • Twitter engagement using data from our friends at Brandwatch revealing the number of hashtag mentions in the first 48 hours 
  • Total online engagement using Brandwatch data showing the number of mentions of the advert in the first 48 hours
  • Facebook engagement, recording the video views, likes and shares for each ad on the retailer's own brand page
  • Good old digital marketing expertise

If you don't agree with our scores, please let us know in the comments below.

Sainsbury’s

Release date online: 12 November

YouTube views: 29.2m (26.7m, 24 Dec) (15m, 23 Nov) (8m, 16 Nov)

Mentions of #ChristmasIsForSharing in first 48 hours, according to BrandWatch: 14,381

Facebook video

  • Views: 7.78m (7.7m, 24 Dec) (7.3m, 23 Nov) (6.8m, 16 Nov)
  • Likes: 215,781 (215,405, 24 Dec)  (209,130, 23 Nov) (198,723, 16 Nov)
  • Shares: 134,507 (134,294, 24 Dec) (121,532, 23 Nov) (110,645, 16 Nov)

No. of ad mentions in first 48 hours, according to Brandwatch: 29,293

Hour-by-hour analyisis

Brandwatch data for Sainsburys xmas ad

Source: Brandwatch

What a cracker! 5-stars

Sainsbury’s has finally released their Christmas advert, a whole 11 days after Asda kicked off the festive fun – but it was well worth the wait. 

The three minute and 30 second advert is a fantastic animation of Mog the cat’s Christmas Calamity. It depicts the much-loved bok character created by Judith Kerr, setting off a chain of events which causes a chaotically slapstick Christmas day. It is a real heartwarmer, especially as Sainsbury’s will be donating all proceeds of the story book to Save the Children to help improve child literacy in the UK.

In its first 15 hours of being aired the advert had been viewed more than 1 million times on YouTube, this has risen to a huge 8m over the weekend. The data suggests that Sainsbury’s is giving its retail peers, including John Lewis, a run for their money when it comes to engagement across Facebook and Twitter. 

John Lewis

Release date online: Friday 6 November

YouTube views: 23.8m (23.2m, 24 Dec) (17.4m, 23 Nov)  (13.5m, 16 Nov) (12.7m, 13 Nov) (9.8m, 9 Nov)

Mention of #ManOnTheMoon in first 48 hours, according to Brandwatch: 77,893

Facebook video:

  • Views: 7.8m (7.7m, 24 Dec) (7.5m, 23 Nov) (6.5m, 16 Nov) (6.5m, 13 Nov) (6.2m, 9 Nov)
  • Likes: 257,000 (256, 514, 24 Dec) (253,246, 23 Nov) (242,661, 16 Nov) (241,375, 13 Nov)  (237,268, 9 Nov)
  • Shares: 118,438 (117,355, 24 Dec) (111,821, 23 Nov) (107,912, 16 Nov) (106,296, 13 Nov) (100,902, 9 Nov)

Total no. of advert mentions in first 48 hours, according to Brandwatch: 126,652

Hour-by-hour analysis

BrandWatch data for John Lewis xmas ad

Source: Brandwatch

What a cracker! five stars

John Lewis’ advert is eagerly awaited every year for the Christmas magic it provokes, as well as the tears. This year the Man on the Moon advert has sparked a huge amount of debate, some negative but the majority of it extremely positive – possibly helped by its tie-up with Age UK to raise awareness of the elderly who are lonely this Christmas.

The figures say it all. With almost nine million YouTube views, the advert is a hit, while its hashtag was mentioned almost 80,000 in its first 48 hours. Some may not find it as sweet as Monty the Penguin last year and maybe not so magical as the Bear and the Hare the previous year but its human message hits home. Will it help sales? As always, John Lewis’s ad is relatively product free, aside from a telescope, but with Man on the Moon merchandise and the charity partnership, who wouldn't choose to shop at John Lewis this Christmas?

Aldi's own brand of John lewis

In a hilarious response to John Lewis’ much talked about Christmas advert, Aldi has offered its own brand of the Man on the Moon. It may look like the John Lewis advert, feature a man on the moon, telescopes and balloons but it's Aldi's version. And, if I’m not mistaken, it has a better ending than the original. 

 Poundland

Release date online: 20 November

YouTube views: 24,198 (23, 975, 24 Dec) (5,537, 23 Nov)

Mentions of #AmazingChristmasValue in first 48 hours, according to Brandwatch: 3,020

Facebook video stats:

Views: 66, 254 (66,254, 24 Dec) (47,000, 23 Nov)

Likes: 2,814 (2,814, 24 Dec) (2,609, 23 Nov)

Shares: 4,261 (4,284, 24 Dec) (3,192, 23 nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 3,045

Hour-by-hour analysis

Brandwatch xmas ad data for Poundland

Source: Brandwatch

Bit of a turkey? 3-stars

I love Poundland and looking at the hashtag and ad mentions online in the first 48 hours, I’m not the only one. Poundland’s debut Christmas ad racked up a very respectable 3,020 hashtag mentions in its first two days – that’s more than Waitrose, Boots, Argos, M&S, Aldi, and Currys PC World. Initial YouTube views and Facebook engagement also looks promising. 

House Of Fraser

Release date online: 16 November

YouTube views: 390,657 (361,247, 24 Dec) (105,628, 23 Nov)

Mentions of #YourRules in first 48 hours, according to Brandwatch: 190

Facebook video stats:

Views: 1.9m (1.9m, 24 Dec) (1.6m, 23 Nov)

Likes: 9,713 (9,713, 24 Dec) (8,649, 23 Nov)

Shares: 3,049 (3,064, 24 Dec) (2,652, 23 nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 426

Hour-by-hour analysis

Brandwatch data for House of Fraser xmas adSource: Brandwatch

What a cracker! 4-stars

When I first watched this advert, I wasn’t immediately keen. But after a few views and that we’re coming towards the end of November and I’m already feeling the first signs of Christmas fatigue, House Of Fraser’s offering cuts through the sickly sweet, traditional Christmas ads like a knife through an overdone brussel sprout. It’s dramatic, aggressive and stylish advert showcases its fashion proposition for the season spectacularly. After just one week, the video view stats are strong and I predict these will grow as we all look for some light relief among the Christmas sparkles.

Debenhams

Release date online: 6 November

YouTube views: 57,080 (54,694, 24 Dec) (37,265, 23 Nov)

Mentions of #FoundIt, according to Brandwatch: 4,154

Facebook video stats:

Views: 844,000 (842,000, 24 Dec) (836,000, 23 Nov)

Likes: 2,000 (1,995, 24 Dec) (1,917, 23 Nov)

Shares: 401 (403, 24 Dec) (382, 23 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 4,251

Hour-by-hour analysis

Brandwatch data for Christmas TV adSource: Brandwatch

Bit of a turkey? 2-stars

Considering this ad has been out since 6 November, the number of views it has had on YouTube are very low. Rival department store retailer House of Fraser’s ad has already clocked up more than 100,00 views since airing on 16 November. I can see why – Debenhams advert is very nice, very sweet but a bit dull. Its voice overs are recognisable, including comedian Sarah Millican and actor James Nesbitt but aside from that it doesn’t stand out from the crowd.

Tesco

Release date online: 9 November

Combined YouTube views: 3.38m (3.07m, 24 Dec) (817,233, 23 Nov) (353,962, Nov 16)

Total no. of advert mentions in first 48 hours, according to Brandwatch: 263

Hour-by-hour analysis

Brandwatch data for Tesco Christmas ads

Bit of a turkey? 3-stars

Tesco’s Christmas ad offering features top comedy actors Ben Miller and Ruth Jones as the parents shopping for Christmas food with their son, played by Will Close. Tesco is airing four different Christmas adverts, depicting funny family shopping scenes for each one, including the above advert which sees them running around to find gluten free food for their visitors.

It is a move away from one main advert that Tesco has previously concentrated on, putting comedy at the heart of the campaign. So far, just three adverts have been released and the sketches have split opinions in the Fresh Egg office (for me they're a little too cheesy). However, Tesco has failed to offer a hashtag for the Christmas campaign and neither has it posted any of the adverts on its Facebook page, making its vital statistics a bit weak. Initially, Tesco was awarded just one star but in December the ads have pulled it out of the bag for combined YouTube views, earning it three stars.

Boots

Release date online: Thursday 5 November

YouTube views: 1.3m (1.3m, 24 Dec) (1.25m, 23 Nov) (1.2m, Nov 16) (917,065, 13 Nov)  (283,417, 9 Nov)

Mention of #DiscoverMore in first 48 hours, according to Brandwatch: 227

Facebook video:

  • Views: 2m (2m, 24 Dec) (2m, 23 Nov) (2m, 16 Nov) (2m, 13 Nov) (1.9m, 9 Nov)
  • Likes: 11,000 (11,000, 24 Dec) (10,997,23 Nov) (10,965, 16 Nov) (10,950, 13 Nov) (10,600, 9 Nov)
  • Shares: 1,943 (1,941, 24 Dec) (1,948, 23 Nov) (1,926, 16 Nov) (1,918, 13 Nov) (1,854, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 274

Hour-by-hour analysis

BrandWatch data for Boots xmas ad

Source: Brandwatch

What a cracker! 4-stars

Boots has moved away from its sentimental side this year. The advert looks good but it feels like its connection with people is lost. Long ago were the days of ‘Here come the girls,’ which were replaced by more sentimental promos. Last year we saw a family rushing home to be back for Christmas in time for the nurse mother who was getting home from a late shift. It's all change this year. It’s glitz and glamour, and heavily focused on showing off the products but for a brand that is so close to people’s hearts in the UK, it feels a little bland. But Facebook views and engagement levels are healthy, so maybe Boot's ad makeover is the right look for Christmas. Following fantastic rises in its numbers in December, Boots' ad has gone from a three-star turkey to a four-star cracker!

Marks & Spencer

Release date online: Friday 6 November

YouTube views: 2.59m (2.5m, 24 Dec) (1.97m, 23 Nov) (1.9m, 16 Nov) (1.8m, 13 Nov) (1.3m, 9 Nov)

Mentions of #TheArtOfChristmas in first 48 hours, according to Brandwatch: 123

Facebook video:

  • Views: 2.5m (2.5m, 24 Dec) (1.68m, 23 Nov) (1.4m, 16 Nov) (1.1m, 13 Nov) (532,000, Nov 9)
  • Likes: 14,190 (14,190, 24 Dec) (11,020, 23 Nov) (9,890, 16 Nov) (8,966, 13 Nov) (4,271, Nov 9)
  • Shares: 2,264 (2,253, 24 Dec) (1,882,23 Nov) (1,747, 16 Nov) (1,662, 13 Nov) (1,025, Nov 9)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 417

 

BrandWatch data for M&S xmas ad

Source: Brandwatch

What a cracker! Four stars

M&S seems to have pulled this one out of the bag. It’s fun, stylish and exciting. It’s modern yet references dear old Morecambe and Wise, which play on the television half-way through the advert and are left to sing “Bring me Sunshine” in a rather poignant ending to an otherwise fast, punchy showcase of M&S’s wares. It has had 1.8m YouTube views and a decent amount of Facebook likes too. The advert makes an impact and that’s what M&S needs if it is to boost its general merchandise sales over the period. 

Waitrose

Release date online: Wednesday 4 November

YouTube views: 672,111 (667,295, 24 Dec) (572,197, 23 Nov) (536,171, 16 Nov) (510,047, 13 Nov) (163,000, 9 Nov)

Mentions of #MakesChristmas in first 48 hours, according to Brandwatch: 15

Facebook video:

  • Views: 3.1m (3.2m, 24 Dec) (1.95m, 23 Nov) (1.9m, 16 Nov) (1.9m, 13 Nov) (1.8m, 9 Nov)
  • Likes: 11,710 (11,710, 24 Dec) (8,884, 23 Nov) (8,876, 16 Nov) (8,870, 13 Nov) (8,354, 9 Nov)
  • Shares: 1,908 (1,908, 24 Dec) (1,588, 23 Nov) (1,581, 16 Nov) (1,575, 13 Nov) (1,499, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 619

Hour-by-hour analysis

BrandWatch data for Waitrose xmas ad

Source: Brandwatch

Bit of a turkey? 3-stars

A traditional advert, Waitrose's has got snow, brussel sprouts, a lit Christmas pud, a child under the Christmas tree and a fun retro soundtrack. It’s warm and inviting and makes your stomach rumble. It seems typical of the quality you expect from Waitrose. Despite its connections with John Lewis, it will never be able to compete with it when it comes to Christmas advertising. However, it is a little forgettable, even if you do continue to think about that cheese for at least ten minutes afterwards. Its hashtag generated just 15 mentions in the first 48 hours, and it had racked up just 163,000 YouTube views by November 9.

Aldi

Release date online: Friday 6 November

YouTube views: 257,798 (245,410, 24 Dec) (92,779, 23 Nov) (59,350, 16 Nov) (42,177, 13 Nov) (23,504, 9 Nov)

Mentions of #AldiFavouriteThings in first 48 hours, according to Brandwatch: 946

Facebook video:

  • Views: 1.1m (1.1m, 24 Dec) (1.03m, 23 Nov)  (609,342, 16 Nov) (607,000, 13 Nov) (508,000, 9 Nov)
  • Likes: 30,000 (30,000, 24 Dec) (29,905, 23 Nov) (23,344, 16 Nov) (23,203, 13 Nov) (20,785, 9 Nov)
  • Shares: 4,740 (4,757, 24 Dec) (4,654, 23 Nov) (3,778, 16 Nov) (3,747, 13 Nov) (3,370, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 1,350

Hour-by-hour analysis

BrandWatch data for Aldi xmas ad

Source: Brandwatch

Bit of a turkey? Two stars

Aldi’s Favourite Things advert might be another traditional one but although it hasn’t quite had the amount of views as Waitrose, engagement across Twitter and Facebook has been considerably higher in the first 48 hours. But with just 23,500 YouTube views by Nov 9 (this has now risen to 42,177), it's not sparked the Christmas spirit in the way other retailers have. 

Lidl

Release date online: Monday 2 November

YouTube views: 649,304 (615,973, 24 Dec) (325,497, 23 Nov) (320,000, 16 Nov) (320,000, 13 Nov) (241,000 9 Nov)

Mention of #SchoolOfChristmas in first 48 hours, according to Brandwatch: 4,490

Facebook video:

  • Views: 12, 501 (12,501, 24 Dec) (12,136, 23 Nov) (11,800, 16 Nov) (11,000, 13 Nov) (11,000, 9 Nov)
  • Likes: 318 (319, 24 Dec) (318, 23 Nov) (317, 16 Nov) (317, 13 Nov) (315, 9 Nov)
  • Shares: 127 (127, 24 Dec) (126, 23 Nov) (122, 16 Nov) (123, Nov 13) (118, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 5,105

Hour-by-hour analysis

BrandWatch data for Lidl xmas ad

Source: Brandwatch

Bit of a turkey? 3-stars

I love this Lidl advert. It’s funny, clever and very sweet and it contains a gorgeous pooch, Stanley. The Lidl School of Christmas puts a different spin on the notorious problems we all have when preparing for the big day, whether it’s not being able to fit the turkey in the oven or trying untangle Christmas lights, Lidl has a class. But, despite the fab ad and an extra week under its belt, it’s interesting to note that it hasn’t performed as well on Facebook as its rival Aldi. Its hashtag puts in a very respectable performance indeed, but the numbers just don't quite add up to a cracker.

Argos

Release date online: Friday 6 November

YouTube views: 211,724 (207,549, 24 Dec) (178,507, 23 Nov) (168,584, 16 Nov) (163,234, 13 Nov) (155,499, 9 Nov)

Mentions of #JustCantWait in first 48 hours, according to Brandwatch: 209

Facebook video:

  • Views: 37,981 (37, 056, 24 Dec) (36,861, 23 Nov) (8,200, 16 Nov) (7,500, 13 Nov) (5,500, 9 Nov)
  • Likes: 171 (171, 24 Dec) (172, 23 Nov) (49, 16 Nov) (45, 13 Nov) (36, 9 Nov)
  • Shares: 108 (108, 24 Dec) (108, 23 Nov) (21, 16 Nov) (18, 13 Nov) (17, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 285

Hour-by-hour analysis

BrandWatch data for Argos xmas ad

Source: Brandwatch

Bit of a turkey? 2-stars

Argos’ message is about fast service, fast delivery and fast snowboarders. It gets its message across that service will be reliable and you will be able to get your present FAST! It looks goods but it’s a just a little bit dull for my liking. I might be the only one – with 155,000 YouTube hits by Nov 9, the advert was doing well - although its social enagement metrics in the first 48 hours were not too exciting. It’s practical message might be welcome amid the sugary sweet Christmas adverts for some, but for me, it’s a bit of a miss.

Asda

Release date online: Sunday 1 November

YouTube views: 347,040 (342,926, 24 Dec) (305,715, 23 Nov) (230,000, 16 Nov) (200,000, 13 Nov) (180,000 9 Nov)

Mentions of #BecauseItsChristmas in first 48 hours, according to Brandwatch: 4,453

Facebook video:

  • Views: 669,827 (669,827, 24 Dec) (668, 975, 23 Nov) (668,000, 16 Nov) (667,000, 13 Nov) (666,000, 9 Nov)
  • Likes: 8,059 (8,059, 24 Dec) (8,049, 23 Nov) (8,034, 16 Nov) (7,821, 13 Nov) (7,713, 9 Nov)
  • Shares: 1,875 (1,880, 24Dec) (1,874, 23 Nov) (1,868, 16 Nov) (1,835, 13 Nov) (1,809, 9 Nov)

Total no. of online ad mentions in first 48 hours, according to Brandwatch: 5,041

Hour-by-hour analysis

BrandWatch data for Asda xmas ad

Source: Brandwatch

Bit of a turkey? 3-stars

Asda has taken a more upbeat, carefree approach to its advert this year. Set to a great soundtrack, it depicts Christmas parties, people dancing and dressing up, offering a viewers a slice of what they’ve got to look forward to in the coming weeks. It’s not all about stressing out about presents and cooking food, it’s about being silly and doing what you want over the holidays. 

This advert has been around since November 1 and so I would have expected more YouTube views than its current total. 

Currys PC World

Release date online: Thursday 5 November

Combined YouTube views: 801,313 (789,850, 24 Dec) (547,406, 23 Nov) (461,993, 16 Nov) (438,926, 13 Nov) (367,731, 9 Nov)

Mentions of #SpareTheAct on Twitter: 16

Combined Facebook video stats: 

  • Views: 26,386 (26,386, 24 Dec) (25,171, 23 Nov) (24,609, 16 Nov) (24,000, 13 Nov) 
  • Likes: 127 (127, 24 Dec) (127, 23 Nov) (118, 16 Nov) (118, 13 Nov) (87, 9 Nov)
  • Shares: 41 (39, 24 Dec) (37, 23 Nov) (37, 16 Nov) (37, 13 Nov) (20, 9 Nov)

Total no. of online ad mentions in first 48 hours: 172

Hour-by-hour analysis

BrandWatch data for Currys Xmas ad

Source: Brandwatch

Bit of a turkey? 2-stars

Actor Jeff Goldblum stars in this series of five adverts from Currys PC World but I fear their very funny take on Christmas doesn't communicate well in these short stints. Attempting to teach people at Christmas to act when things aren’t quite what they were expecting (eg. foot talc instead of a coffee machine) Goldblum makes social situations even more awkward as he attempts to rectify them. Once I’d watched one, I was compelled to watch them all but, I'm sorry to say that, its social engagement to date is very poor indeed. The ads have performed well in December, taking the star rating to two, up from one.

How the ads compare 

Data taken on 24 December

January 2016 xmas ad figures

What do you think of the ad campaigns this Christmas so far? Let us know by commenting below. 


Share this post


comments powered by Disqus