??Emotional Marketing: The Magic of John Lewis Christmas Adverts

When you think about Christmas ads in the UK, we can guarantee at least one John Lewis & Partners ad is amongst the first to come to mind.

The release of the 2024 John Lewis Christmas Advert will be on our screens in just a few days, and this iconic annual campaign connects with viewers on a deeply emotional level, often telling a story that feels universal yet relatable.

John Lewis Christmas Campaign for 2024:

(They've currently released two parts to their 3-chapter campaign)

?? Why John Lewis Christmas Ads Resonate So Strongly

Sometimes known as the ‘UK’s Super Bowl moment’, the essence of John Lewis's Christmas ad strategy is a commitment to creating emotional connections.

Every year, John Lewis & Partners create a short emotional narrative such as kindness, togetherness, or nostalgia. From the story of Monty the Penguin longing for companionship to the lonely "Man on the Moon" who finds connection, these ads transcend the typical Christmas themes by speaking to something deeper and universally relatable.

Rosie Hanley, the marketing director at John Lewis & Partners, said that the goal of the 2023 campaign was still to drive brand fame and awareness, as well as boost sales by connecting consideration to conversion.

Every product, including the home furniture, shown in the ad is from John Lewis.

???The UGC Christmas Edition

When it comes to bringing their new Christmas ad campaigns to social media, it’s no exaggeration that they go viral.

People discuss everything, from the storyline, the visuals, and the music - which leads to a lot of user-generated content (UGC). These conversations encourages viewers to share their thoughts and feelings about the ad, including their live reactions.

If you're looking to create content with creators that brings the emotional marketing effect, think about how your brand can prompt audiences to share their holiday memories or family traditions. Engaging viewers in this way helps build a community around your brand.

? Using Emotion to Create Standout UGC Campaigns

Emotion driven storytelling is not exclusive to big budget productions like John Lewis's adverts. Brands of all sizes can create memorable UGC campaigns by including emotional storytelling in ways that are relatable and authentic to their audiences.

Here’s how to use emotional connection for any UGC campaign:

?? Focus on Storytelling

John Lewis tells a story, not a sales pitch. Each John Lewis ad feels like a?two minute movie?with a slowly developing story. While the emotions are consistent throughout, each ad may dip into sadness or melancholy at times yet they always conclude with a?happy ending?- and sometimes even a surprising or unexpected one!

For your UGC campaigns, consider prompting creators to share stories around meaningful themes that connect to your brand values. This approach builds a sense of community and authenticity!

?? Capture Real Emotions

Genuine reactions and candid moments can build emotional depth. Think of campaigns that invite people to share personal moments or reflections, and celebrate these raw, unpolished stories.

?? Imagery and Soundtrack

John Lewis enhances their visuals with powerful music to highlight the emotional impact. UGC campaigns can apply this by encouraging creators to film with a specific scenery, use a certain tone of voice, or sounds that resonate emotionally and that visually aligns with the brand.

A little bit of storytelling magic goes a long way. As you plan your next UGC campaign, remember the power of emotional connection, because it turns ordinary content into an experience that audiences remember and share.

Here’s to making every ad a little more memorable, and, of course, a little more meaningful!