John Lewis Amobee House of Fraser

Monty the Penguin delivers 903% uptick in online brand consumption for John Lewis


By Jennifer Faull | Deputy Editor

November 19, 2014 | 2 min read

John Lewis has achieved a 903 per cent boost in online brand consumption since its Christmas ad featuring Monty the Penguin was released.

Amobee measures ‘consumption’, or audience interest, based on how much a particular concept is viewed across the web, mobile, social, and video channels.

Over 500 terabytes of video, 300 billion phrases, 450 million pages, 550 million images, 3.5 terabytes of content and 1.4 billion tweets were analysed and cross-correlated.

In comparison to John Lewis' leap, House of Fraser’s ad – which launched the same week – saw a 610 per cent jump in online interest while Debenhams increased 160 per cent.

Looking at 178,000 tweets which used the hashtag #MontyThePenguin, there have been an average 3.5 positive tweets for every negative tweet.

Overall, sentiment for the campaign is 35 per cent positive, 60 per cent neutral, and only five per cent negative.

As a result, a number of brands have jumped on the popularity of Monty.

Animal Rights group Peta awarded the retailer with a ‘Compassionate Marketing Award’ for using a GCI penguin instead of real animals while Penguin Books responded with a video showing what penguins really want for Christmas.

John Lewis Amobee House of Fraser

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