John Lewis
John Lewis connects with shoppers on Mumsnet with an annual partnership that delivers a 12x ROI
“Our Q4 campaign with Mumsnet performed extremely well tapping into their high purchase intent audience. Mumsnet will be a key partner of ours going into Q1 2023”
- Laura Parrrot, Senior Affiliate Manager
Brief in brief
Increase consideration of John Lewis’s new kids offering by positioning John Lewis as the trusted companion for parents at every age and stage of their little one growing up
Opportunity
Mumsnet plays a vital role for parents in the mid-funnel; providing valuable parent-to-parent endorsement to users at the point when they are actively researching purchase on site or on search.
85% of total revenue came from editorial content and organic forum activity. Over time, the forum emerged as the primary driver of sales.
Partnership overview
At Mumsnet, our approach to advertising goes beyond traditional methods, delivering tangible outcomes and authentic connections for our partners. Our recent collaboration with John Lewis exemplifies this ethos, yielding remarkable results and showcasing the power of strategic content integration.
The success of the Mumsnet x John Lewis campaign underscores our ability to make brands an integral part of the conversation, making us the prime choice for advertisers seeking genuine resonance and impact.
Results
Significant increase in clicks and revenue: Through editorial content, display ads, email newsletter placements, and social promotions, we achieved a substantial boost in clicks and sales compared to the pre-campaign period. Quantifiable metrics demonstrate the effectiveness of our approach in driving tangible outcomes for our partners.
Seamless brand integration: The integration of John Lewis into our popular Swears By content in November 2022 provided the brand with almost constant visibility on our platform. By seamlessly embedding John Lewis within our users' experiences, we created authentic connections that resonated with our community, resulting in increased engagement and revenue generation.
Amplified user engagement: The introduction of the Shopping Trending Box on our homepage led to a significant increase in organic mentions and clicks within our forums. John Lewis capitalised on this innovative feature, experiencing an immediate surge in user interaction and sales. The Trending Box not only captures user interest effectively but also translates trends into actionable insights for our partners, driving meaningful engagement and revenue growth.
Highlight : John Lewis Best Summer Deals - 20% CTR (vs. 3% KPI)
