John Lewis and Christmas go hand-in-hand. But, while John Lewis & Partners (JLP) has run hugely successful TV campaigns in recent years, it wanted to retain its relevance and diversify its marketing approach in 2019 by extending its reach beyond the small screen.
JLP turned to podcast advertising for the first time ever and formed a unique partnership with Acast — the world’s biggest podcast company — to make its Christmas campaign a success. Acast is the engine powering podcasting globally, and its network is home to the best podcast talent in the world.
And the results speak for themselves. According to an independent survey by Nepa, 67% of people who heard sponsorship activity across the Acast network then visited JLP in-store or online over the festive period — a 20% increase thanks to the podcast campaign. And 55% recalled hearing advertising for JLP on Acast shows.