26 January 2012 - 3:32pm | posted by | 0 comments

John Lewis saw 43% increase in word of mouth brand conversations over Christmas

John Lewis saw 43% increase in word of mouth brand conversations over ChristmasJohn Lewis saw 43% increase in word of mouth brand conversations over

Consumer research on brand word of mouth (WOM) by the Keller Fay Group has found that Baileys Irish Cream had a 311% increase in conversations over the Christmas period, while there was an over 40% increase for Waitrose, John Lewis and Morrisons.

The research found that in November and December, average daily brand conversations rose 12% compared with July-October, even in areas not associated with Christmas, such as healthcare.

Keller Fay data suggested that while the John Lewis advert may have helped its WOM rating, which had a 43% increase, strong customer service and creative in-store merchandising also played a role.

Steve Thomson, managing director of Keller Fay UK, said: "Brands which generated significant positive word of mouth at Christmas were able to cut through the advertising clutter more effectively; outperforming your competitors for WOM in this crucial period has to be the goal for all brands."

However, not all increases in the WOM rating came from positive discussions about the brand – a high proportion of X-Factor’s 103% increase came from negative comments.

Don't miss out... Get your Advertising news by email

See all specialist newsletters

31 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

AVCA - The heart of African VC and PE

19/09/2014
The African Private Equity and Venture Capital Association...

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...