We kept a close eye on 2018’s Christmas advertising to showcase the best-performing brands whose advertising shone out during the festive season.
Using AdExpress, our performance measurement tool, alongside facial coding analysis, UK audiences reviewed ads from 22 brands and retailers, scoring each on 12 factors that are proven to motivate people to buy, and build a strong brand in the long term.
The study included: Aldi, Amazon, Argos, Asda, Boots, Coca Cola, Currys PC World, Debenhams, eBay, Iceland, John Lewis, KFC, Lidl, M&S, M&S Food, Morrisons, Sainsbury's, Sky Cinema, Tesco, TK Maxx, Very, Waitrose.
Iceland's No Palm Oil advertisement was the most powerful ad of Christmas 2018, despite being banned from TV, scoring highest in 10 of 12 factors. Also performing well across key measures were Amazon's Can You Feel It, M&S Food's Discover your M&S Christmas Favourite, Aldi's Kevin the Carrot and the Wicked Parsnip and Tesco's However you do Christmas.
Great stories, well told, are the key to success, but only if they are linked clearly to the retailer or brand and what it does.
Download the full report to learn about the findings in more detail and to support planning your next Christmas campaign.