How John Lewis got the nation singing at Christmas with #MySonnet & TikTok
John Lewis is the most iconic Christmas brand in the UK and has traditionally relied on the impactful reach of its TV adverts to generate buzz and talkability during the crucial sales season. However, with most Christmas ads launching in November, it is a challenge for brands to keep up momentum in the pivotal weeks leading up to Christmas.
With the declining importance of linear TV for younger audiences, there was a risk of missing a significant group of shoppers and future customers. To address this, we created a campaign that sustained the conversation, drove consideration, and crucially kept John Lewis top of mind right up to Christmas Day using a social-first strategy that extended the life of the ad beyond its initial broadcast.
“Extend the Magic” took an unexpected turn. Instead of a new Christmas song cover, we used “My Sonnet” by Richard Ashcroft and invited the nation to create their own interpretations on TikTok, transforming the ad from a passive viewing experience into a dynamic, interactive event. Securing rights to the song was a significant challenge, with final approval just eleven days before launch, requiring rapid collaboration with client teams, Sony BMG, Richard Ashcroft’s team, and Saatchi & Saatchi.
TikTok was the natural partner, using ad formats like Top View, branded mission, and a branded effect to empower audiences to create their own content with #MySonnet. Big-name talent like Sam Ryder helped launch the “Challenge to the Nation,” encouraging widespread participation. One lucky fan had their version picked by Richard Ashcroft to soundtrack their own John Lewis TV ad on Christmas Day, creating the ultimate Christmas gift.
The campaign achieved over 41 million views, 9.5m unique reach, more than 1,000 entries, and sustained momentum throughout the season.