John Lewis launches its very first spring TV campaign
John Lewis has launched a product-focused spring TV campaign for the very first time outside of its vital Christmas and clearance sale periods.
The campaign has been named "Spring: we’ll help you style it" and focuses on products the company sells above all other aspects of its offer. The new TV campaign showcases John Lewis’ offering across home, fashion and beauty, featuring more than 200 products – almost 60 per cent of which are own-brand.
John Lewis said the new campaign will feature across all customer touchpoint channels in addition to its website and social media, including outdoor and print advertising, email, social, in-store and windows.
The campaign will also be supported by John Lewis’ internal social programme, #WeArePartners, which now has 500 active staff members who create and share content across their own social channels.
The ad launches at 9pm on Monday on UK's key commercial TV channels including ITV, and will feature through the important Mother’s Day and Easter periods.
John Lewis' Marketing Director, Martin George said: "We know that our customers want to hear more from us outside of the Christmas period which is why we’ve launched our first ever spring advertising campaign, enabling us as a business to connect with more people in the most relevant way."
“This campaign showcases our credentials as a brand in tune with modern living and our expertise in design across our own brand products and the very best of the brands we offer across fashion, beauty and home.”
The retailer's Christmas TV ad is one of the most eagerly-anticipated reveals every year and the new spring campaign comes in conjunction with the department stores aim to boost sales as the company recently reported a 23% profits plunge.