Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

John Lewis – Fashion on the Front Row

John Lewis launched a content partnership with the Guardian to modernise the brand and provide it with an authoritative voice in a busy category.

John Lewis fashion has previously been perceived as out of date, mumsie and only for occasionwear. However with brands including Whistles, Reiss, French Connection and the exclusive Somerset by Alice Temperley range, John Lewis had the possibility of positioning itself as a key fashion authority.

The vision was to produce a truly integrated, editorial content partnership with the Guardian, with a focus on online video. The thinking was that videos would be a perfect way to engage a younger, digitally-savvy audience, with content they could share socially.

In total the campaign videos received a staggering 392,949 views and the partnership delivered on all three of its key objectives, which were to modernise the brand, position John Lewis as a fashion authority and appeal to a younger, more urban audience.

Key findings:

  • The campaign reached 166,484 unique users, generating over 392,949 video views
  • Average views per video were 44% higher than the Guardian benchmark
  • Guardian Brand Aid research showed a 29% point increase in consideration of John Lewis as a "destination for fashion"
  • There was a 32% point increase in people who agreed that the fashion and beauty range at John Lewis is "more fashionable now than ever before"

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fashion and beauty

Fast Fact

Online newsbrand readers are more likely to go to a fashion or beauty website

Mobile newsbrand readers are 39% more likely to visit retail sites on their phone

Fast Fact

Mobile newsbrand readers are 39% more likely to visit retail sites on their phone



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