Marketing Momentum  Blog

Strategy, behavioural analytics and insight - served with a creative twist.

Christmas TV campaigns by retailers take the next step

Last year, I was debating the merits of the big retailers Christmas advertising campaigns.

What has really struck me looking at 2014, is the level of integration across the various campaigns being run by for example John Lewis.

Let’s take Monty for example. John Lewis have very cleverly cross marketed their character within their window displays, used character engagement strategies at store entrances, created an app with a game and set up the complete social media circle too. It is impressive and a little over bearing at the same time. I’ve been asking myself … why did the marketers not use this strategy in previous years? 

Just 12 months ago, I remember the anticipation leading up to the launch of each retailers TV advert - one of the most talked about subjects during December on social media (despite Coca Cola being doing it since 1995). I forecasted the expected impact these little video gems would have on retail advertising budget and now here we are in 2014 and it’s only natural that the prerequisite to stand out is to really differentiate. Marketing 101 right?

Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels – websites, retail stores, mail order catalogues, direct mail, email, mobile, etc. – and enabling customers to take action in response – preferably to buy your product or service – using the channel of their choice. Multichannel marketing creates choice. 

What has impressed me this year is the creative consistency constructed by the likes of John Lewis and Marks & Spencer. Like them or not, you’ve got to appreciate integrated marketing, when done correctly, has the ability to completely transform your marketing. 


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