Do-it-yourself @Christmas

The two major home improvement (DIY) retailers have positioned themselves to get a slice of the festive spending.  B&Q launched their Christmas advertisement on 7 November, and Homebase followed on 19 November.

B&Q's movie seems there to show that the firm not only sells trees, lights and decorations, but a range of toys also.  The ad itself is pretty unremarkable: what is more interesting is their campaign to get digital engagement via something called The Big Switch On.  The company is encouraging customers to decorate their trees and to film the moment when the lights are lit.

These bits of film are then uploaded to Twitter, Facebook or Instagram, using the hashtag #ChrismasUnleashed.  B&Q have a long running campaign using the term unleashed.
B&Q then add the location of these uploads to a UK map.  This mirrors the Waitrose campaign to get customers singing; in both cases the companies promise that the best results will appear in later TV advertising.



At the time of writing (25 November) this imaginative idea hasn't exactly gone viral.  The map shows a few dots around London and one in the Bournemouth area.  But it is early days and the plan seems to be to make December 6 be the big switch on day.  B&Q's 46,000 Twitter followers seem muted.  In fact the #ChrismasUnleashed hashtag seems to be being used by other retailers and as a generic term by the Twitterati.  Both here and on Facebook (B&Q has over 125,000 likes) the moderators are dilligently promoting the Big Switch On: however, on Facebook at least these posts are often being hijacked by disgruntled customers complaining about poor service or faulty products.  The Christmas TV ad has to date performed miserably on YouTube with just 12,000 viewings.

Homebase launched their TV ad less than a week ago (19 November) but are already showing viewing figures ten times those recorded by their competitor.  Homebase have created their own cute canine character, Homebase Harriet, with a dedicated social media presence on Twitter. In doing this they are following John Lewis's lead creating a virtual identity for Monty the Penguin.  Harriet has her own TV commercial which has gained an impressive 140,000 viewings in less than a week. To date Harriet has failed to get anything like the social media traction shown by Monty, with just 71 followers to Monty's 33,000.



In summary, two similar brands, both promising to transform fairly mundane TV advertising campaigns with promising sounding social media strategies.

Sainsbury's: a Fading Christmas Star?

It all started so well.  Sainsbury's launched their 2014 Christmas TV advertisement online on 12 November, and then premiered it on ITV the following day.  As we were first commenting on it, the ad was getting 150,000 hits an hour on YouTube.  At the time of writing (23 November) it has been seen 11.6 million times, an average of a million views per day.  Not as impressive as John Lewis's 17 million viewings, but streets ahead of all other supermarkets.  Even the companion film, the making of our Christmas ad has been seen over 300,000 times.

The Sainsbury's advertisement: image from the Metro

Sainsbury's announced the ad on their Facebook page on 12 November.  The reaction was immediate, with the post clocking up nearly 8,400 'likes' to date, 888 'shares' and 631 comments from fans. Once again, though, comparisons with John Lewis put these figures into perspective:  Monty the Penguin had nearly 150,000 'likes' on Facebook, 156,000 'shares' and nearly 13,000 comments.

So, what is the problem with this campaign?  As we noted at the launch, choosing the subject of war for an advertisement was always going to be risky. In the initial few days the critical reaction, in the mainstream press at least, was favourable, but there was little of the viral link sharing that we had seen around the John Lewis campaign.

Part of the problem may have been popular confusion: people just did not know how to react.  Most agreed that it was an emotional film with an uplifting theme.  But Monty the Penguin was a compelling, emotional narrative with a happy ending.

Within a few days a muted counter-reaction started becoming evident in the press.  The Guardian's Ally Fogg denounced it as "a dangerous and disrespectful masterpiece".  Ellen Stweart in the Metro called it "distasteful at best and exploitative at worst".  Sainsbury's were accused of hypocrisy by the Independent, the Daily Mail and the Metro.  

The Guardian's tweet about Fogg's piece was retweeted 114 times and favourited 69 times.  Stewart's article scored just 15 retweets and 12 favourites.  So although the original Sainsbury's campaign was muted by comparison to John Lewis, the counter-reaction was fairly slow coming also.

More worrying, perhaps, was the fact that by November 16, just 3 days since the ad was first broadcast, the Advertising Standards Authority had received 240 complaints from viewers,  "most citing the cynical use of 'World War One themes/imagery to promote a supermarket' as 'upsetting' and 'disrespectful'" according to Adland.

Sainsbury's itself seemed to lose interest in the possibility of the campaign going viral.  Although it reminded its Facebook fans of the campaign on 18 November, there was comparatively little re-engagement, with a mere 136 likes, 3 shares and 18 comments.  However, their piece on the same platform on that day about the campaign-themed chocolate bars drew 4049 likes and 513 shares.  Another reference to the ad on 19 November, the last to date, scored a dismal 56 shares and 280 likes on Facebook.

Since the launch the official Facebook postings have used the hashtag  #ChristmasIsForSharing just once.  By contrast, a 21 November posting about range of turkeys in store had 93 shares and 3245 likes, 59 comments.  Almost all postings from Sainsbury's on Facebook since 18 November have been food related.

The Sainsbury's campaign appears to have engaged on an emotional level with audiences, but that engagement has not translated itself into any of the sustained interactions with the brand that John Lewis has demonstrated.  Most of us like the advertisement, we think it is worthwhile, but we don't know what to do with it.  By contrast Monty the Penguin makes millions of us laugh and cry: we identify with him, and by extension with John Lewis.  Most importantly we want to tell our friends and family.

Waitrose: in the Shadow of the Penguin

Heston Blumenthal: dropped from
the Christmas advertising in 2014

Waitrose is another retailer that decided not to use celebrities in its TV advertising in 2014.  At least this is how the supermarket announced the new campaign.  It is slightly misleading as celebrity chef Heston Blumental continues to work for Waitrose, but his focus is far more on cooking, with the results being posted to the firm's YouTube pages.

Waitrose is part of the John Lewis group of companies: the department store arm of the business has been making headlines with the runaway success of its 2014 campaign, featuring Monty the Penguin.  But Waitrose started its campaigning early, with the launch on October 15 of  'Donate Your Voice', where ordinary members of the public were encouraged to record their voices singing a Dolly Parton song, with the final result being a compilation of voices in a single released for charity.  This was an ambitious attempt to achieve three things: to build brand value, to gain points for Corporate and Social Responsbility (CSR) and to encourage digital engagement.

The results of Donate Your Voice were released as a short video on YouTube on 10 November.  This was shortly after the launch of a separate, dedicate TV advertisement from Waitrose, called The Gingerbread Stall.   The latter was broadcast, but has also clocked up over half a million viewings on Youtube to date.  The Voice piece, by contrast, has had 125,000 viewings.

It seems a pity that Donate Your Voice seems to have been overshadowed by both Monty the Penguin and by the Gingerbread advertisement.  The single, which had been talked up as a possible Christmas Number One has not got into the charts, while the John Lewis music (Tom Odell's Real Love) rose to number 7 in the middle of October before dropping back.  The proceeds from Real Love were earmarked for the World Wildlife Fund: three separate charities are due to benefit from the Donate Your Voice campaign.



The viewing figures comparison is misleading, as voices from the earlier campaign featured in mainstream TV commercial.  This encourages audiences to download the single.  Curiously, given the company's apparent mastery of social media, the Waitrose Facebook page does not appear to have promoted the advert at all - it linked to a 'behind-the-scenes' film about the ad, before continuing to talk about foods and recipes as normal.  Strange, as Waitrose has more than 200,000 fans on Facebook.  The lack of attention given to the advertisement was replicated on Twitter (Waitrose has 172,000 followers), where there was a token reference to the behind-the-scenes video and nothing else.  Since then more food, recipes and the celebrity chef.  No hashtag, no apparent effort to leverage the social media value of the Donate Your Voice campaign.  Business as usual.

John Lewis, by contrast, has gained maximum value from its TV commercial and built a mass of social media engagement around it.  Waitrose seem to have had some good ideas built around their core brand values of people and altruism, but hasn't followed through with them.  Their half million viewing on YouTube look impressive, excepdit when compared to the 17 million that Monty the Penguin has been able to achieve.

Creating the meme: #thetwofairies

Here's a heartwarming seasonal story.  Someone sets up an anonymous Twitter account called The Two Fairies and uses it to shine little rays of sunshine into the lives of random strangers.
 Anonymous? Altruistic?  We doubt it.  This initiative is costing someone serious amounts of money.  That someone is reputed to be Marks & Spencer.  The agency behind the campaign is the highly successful London PR firm Unity.

It has the appearance of something spontaneous, but is actually being carefully orchestrated.  In today's cluttered media space, for a brand to stand out it has to do something extraordinary.  We believe that the marketing people behind @TheTwoFairies are rolling out a teaser campaign, prompting audiences to ask who is behind these amazing stunts.  Curiosity stimulated, there is a moral imperative to share the story, and in doing so it goes viral.  Result: everyone feels good about M&S in the run up to the largest retail festival of the year.

Regardless of whether or not M&S is behind this campaign, they need to do something.  Last year their high profile campaign "Believe in magic and sparkle" trailed John Lewis in the social media charts.  This year, as we have noted in an earlier post, John Lewis had had a blistering start to the season with 4 million views in the first 24 hours of their Monty the Penguin campaign.

At the time of writing @TheTwoFairies is losing the social media battle.  #montythepenguin is trending on Twitter, although it has been pipped to the post by Toy Story 4.  #Followthefairies has a presence, but only as a 'promoted' hashtag - in other words someone is now paying to try and get it noticed.

@TheTwoFairies was set up as a Twitter account on October 30.  Since then it has been delighting random people across the UK with gifts of flowers, food and other merchandise, as well as covering a Cornish primary school with snow.  The Daily Mirror and the regional press have been following the story.  It has also done well across social media.

But not well enough, if the organisers are having to pay for exposure with a sponsored hashtag?  These things are supposed to go viral.  Why aren't people bothered about who is behind these acts of seasonal kindness?  Once again the Mirror obligingly asks the questions for us, and concludes that Marks & Spencer is behind the campaign.

Behold!  So it turns out to be.  Earlier today (7 November) M&S called a press conference to admit to what they had denied to The Mirror.  The new campaign, Fly Me to the Moon, has a classic soundtrack from Julie London.

As the press coverage notes, today's announcement is all about trying to neutralize the #montythepenguin effect.   Are The Two Fairies a new meme?  Watch this space.

Monty the Penguin and Newton's Third Law

Isaac Newton's Third Law of Motion (1687), crudely paraphrased, says that for every action there is an equal and opposite reaction.  In the virtual world of social media we can often see the same thing playing out.  We described this in an earlier post about Russell Brand and #parklife: the publicity surrounding Brand's new book Revolution sparked a popular counter reaction.

Picture: The Independent

Monty the Penguin is an advertising campaign for the retail group John Lewis.  Reputed to be costing £7 million, the eagerly awaited ad was launched yesterday (6 November) and instantly went viral on social media.  Monty has his own Twitter account, @montythepenguin, and within 24 hours had gained 14,000 followers.  The Facebook page was a little slower starting, but the Twitter hashtag #montythepenguin was already 'trending' by the next morning.  The video was available from various sites including John Lewis itself, but the YouTube version gained an astonishing 4 million viewings in a day.  More importantly, perhaps, there were nearly 500 comments posted during the same period.

The supporting website at John Lewis develops the narrative, encouraging audiences to buy the music via iTunes.  There is a range of interactive games to engage with, plus the all-important Monty merchandise,  42 items including clothing, toys and soft furnishings.

The mainstream media obligingly covered the campaign's launch in glowing terms.  One dissenting voice was bt.com which talked of "outrage" at the £95 price tag for the cuddly toy version of Monty.  This did nothing to stop the item selling out in the first day, making it already this year's must-have Christmas toy.  Anticipating this, eBay listings started to fill with "official" Monty merchandise as well as knock-offs.

So, where does Newton's Third Law come in?

Amazingly, within just a few hours of the launch of the official Monty advert, a parody appeared.  Redshirt Films, an independent production company in York, launched their take, titled #penguinmadness.  Meme and countermeme. Those of us who had failed to share in the euphoria of the original John Lewis launch could now join in the counter-attack.

From https://twitter.com/ConnieMTC

But whereas in the case of #parklife, the video mashups featuring Russell Brand started being produced when the meme was already well established (these films didn't exist but they should have), in the case of Monty the Penguin Redshirt Films kicked the whole thing off.  The countermeme spread through social media, of course, but was also picked up by the new mass media such as Huffington Post.  At the time of writing #penguinmadness is not yet trending, but the video has had 40,000 viewings and the idea has some traction.

Other reactions are starting to appear.  Take this example for Twitter's Connie Chamerlayne
(@ConnieMTC), for example.

The 'reaction' has started.  However it is not yet equal and opposite.