In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.
Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.
The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.