John Lewis Christmas ad: Social media reacts to 'The Bear and the Hare'

08/11/2013

John Lewis’ annual Christmas ad has become something of a major mark on the festive calendar in the UK. A few hours on from this year’s debut on YouTube, PR and marketing agencies Hotwire and 33 Digital have released the first social media stats on 'The Bear and the Hare’ cartoon, set for terrestrial TV broadcast on Saturday.

The stats look at:

• The fact that it is on course to top last years
• Sentiment compared with last years
• What users loved and hated
• Some of the most popular words coming out of it

It’s still early, but so far the 2013 John Lewis advert is set to break its own records, according to the Hotwire and 33 Digital stats.

See a year by year comparison below:

In 2011 – what the first 24 hours showed

• Twitter buzz – 14,054 tweets for the John Lewis Christmas Advert 2011 The Long Wait
• YouTube views – 5.2m
• Sentiment – 3% Negative, 97% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• What Twitter loved – The song, Slow Moving Millie’s track "Please, please, please" went down extremely well
• What Twitter Hated - The pace, ‘boring’ and ‘slow’ were used to review the ad
• The competition – John Lewis reined over M&S. Example tweet:

For the whole of November: 91,551 Twitter mentions for the whole month of November, similar sentiment.

In 2012 – what the first 24 hours showed

• Twitter buzz – 21,027 tweets for the John Lewis Christmas Advert 2012 Warm At Heart
• YouTube views – 3.4m
• Sentiment – 4% Negative, 96% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• Loved – The story, #snowmanjourney, #thejourney were popular, user generated hashtags
• Hated - Die hard Frankie Goes To Hollywood fans weren’t taken by the ‘twee’ ‘slushy’ version

For the whole of November: 220,768 Twitter mentions for the whole month of November, similar sentiment

In 2013 – what the first few hours have shown

• Twitter buzz – 14,500 tweets for the John Lewis Christmas Advert 2012 The Bear and The Hare (so far)
• Sentiment – 6% Negative, 94% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• Loved – The song, Lily Allen is back and proving popular
• Hated - John Lewis have set the bar high, and the public are expecting great things. Therefore some reactions, were to be expected. Example tweet:


For the whole of November: Time can only tell, YouTube views may not beat 2011’s result, but social mentions certainly will surpass both years (combined).

Data Source:

Hotwire

33Digital

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