To relaunch the two brand identities and drive awareness of the partnership model, this campaign spanned every online touchpoint and used a charming school play as a device to show that when you’re part of it, you put your heart into it. The campaign launched with a wide range of content, with continued media support and education over the months that followed.

Results

4.5m views in 24 hours (12.2m in first 2 weeks)

18k brand mentions on Twitter in first 24 hours

Triple trended on Twitter on launch night

Sentiment 99% positive

95% of emotion tracked at ‘joy’

John Lewis retail and Waitrose brand relaunch, including refreshed strategy of all social channels; logos, bios, tone of voice and content.

The launch included a YouTube homepage takeover, which included the brands’ purpose statement.

To drive views of the full ad short pieces of engagement driving content were created, to encourage viewers to swipe up to watch more.

Supporting the paid media across social were GIFs which were used in the organic grid of instagram and as part of community management responses. A community management campaign strategy was put in place using Queen’s infamous Bohemian Rhapsody lyrics in response to customers, as well as between the brand accounts.