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John Lewis: Making the nation cry...and buy

IPA Effectiveness Awards Case Study 2012

In mid 2009 John Lewis was struggling in a very challenging financial climate. Recent advertising investment had been ineffective and a new approach was required. A bold decision to use highly emotional advertising, particularly on TV, generated a huge amount of interest in the brand which resulted in more visitors, coming more frequently who spent more money. The campaign generated £1074m of incremental sales and £261m of incremental profit in just over two years. Thousands of partners also benefited, as the profitability of John Lewis communications enhanced the annual bonus that they share.

2012 Awards


GrandPrixGrand Prix Winnner
GoldGold Award

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