Andy Pilkington's recent articles
John Lewis Christmas ad reveals hostility on YouTube and brand love on Facebook
John Lewis’ Christmas advert shows that marketers cannot expect the same reaction from differing online communities. YouTube users are most sceptical of the advert, whilst those on Facebook react more emotionally and are the ones most likely to praise it.
- Facebook fans “love” the ad, but YouTube users often greet it with sarcastic and negative comments: The established John Lewis Facebook community react the most positively, suggesting a loyal fan base is more likely to feel comfortable praising the brand
- YouTube users and those commenting on news articles tend to be more divided: Although some do praise the advert, others comment sarcastically or criticise the John Lewis brand, suggesting promotion on outside of fostered communities is likely to be harder for a brand
- Fans on Facebook tend to say they “love” the ad and react emotionally: Some even say they cried when they first saw it
- Consumers on YouTube don’t tend to react emotionally: Instead, they debate whether the advert is potentially “racist” and argue about the content, demonstrating that this is a more hostile environment for a brand to promote itself