Social-first agency Campfire has analysed the Christmas adverts of 2024 with its social listening tool, VibeCheck.
- Tesco emerged victorious in the advertising sphere, though Lidl’s conventional approach was a close second with no negative feedback.
- Boots faced criticism for its non-traditional advert, which was largely disliked according to viewer comments.
- John Lewis’s emotional narrative received mixed sentiments, highlighting both its appeal and complexity.
- Coca-Cola’s AI-driven campaign failed to resonate, with a significant portion of negative reactions.
A detailed analysis of the 2024 Christmas adverts by Campfire, using their VibeCheck social listening tool, gives valuable insights into audience reactions. The tool effectively categorises social media comments into positive, negative, or neutral, providing a real-time look at public opinion.
Tesco’s campaign took the lead in this festive advertising landscape, earning a significant weighted positive score and minimal negative impact. This highlights the success of their strategy in connecting with viewers this year.
In close competition, Lidl achieved an impressive 92% positive sentiment score with no negative comments received. Their traditional and simple Christmas aesthetic resonated well with the audience, underscoring the effectiveness of a classic festive approach.
However, Boots’ innovative yet non-traditional advert did not fare well, facing a substantial 61% negative sentiment score. The campaign, which some tagged as ‘overly progressive’, failed to align with public expectations of a festive advert, according to the VibeCheck findings.
John Lewis’s ‘The Gifting Hour’ presented an emotional storyline, eliciting mixed reviews. While attracting 40% positive sentiment, it also gathered 33% negative feedback, reflecting the challenge of its complex narrative to fully engage viewers.
Coca-Cola’s attempt to use AI in their ‘The Holiday Magic is Coming’ advert did not meet audience expectations, resulting in 41% negative sentiment. The lack of authenticity was a significant reason for the dissatisfaction expressed by the audience.
The 2024 Christmas advert landscape shows varied audience reactions, with traditional approaches gaining more favour.
