Marks & Spencer topped the list of the most loved Christmas Ads on Facebook this year with 18% love reactions. This also translated to the top ad interactions with 420,000 interactions on Facebook and 80% of ‘like’ reactions according to a survey by Socialbakers.
For Aldi UK, Argos, John Lewis and Marks and Spencer, Christmas adverts mark the best of their advertising efforts in 2017 so far. John Lewis’s Christmas advert was responsible for generating an impressive 68.6% of its total interactions in 2017 so far – translating to 390,146 interactions on its advert. Meanwhile, Marks & Spencer managed a huge 420,435 interactions on its Christmas advert.
Tesco angered the most consumers with its message of diversity and inclusivity. 16% of Facebook reactions were of anger. The advert featured a Muslim family and a same sex couple with a baby, and the slogan ‘Everyone is Welcome’. Aldi provided the funniest Christmas ad with 7.4% ‘haha’ reactions and an overall 79% of ‘likes’.
The most liked Christmas advert was created by Asda Walmart, with 93% of ‘likes’, making it the ad with the least polarising reactions. The ad however generated only 0.2% reactions of all interactions recorded on its Facebook page this year so far. This indicates that merely ‘liking’ a post does not translate to consumer interactions on social media.
“Christmas is the time when brands pool resources to create a captivating and memorable Christmas campaign. Socialbakers data illustrates that merely being likeable is not enough to initiate or increase interactions on social media. Quite the opposite in fact, the more the consumer feels a strong emotion like ’love’ or ‘laugh’, the more likely they are to react and interact with the brand,’ says Moses Velasco, Chief Product Evangelist at Socialbakers.
“To make the most of these well thought out ads, brands must be sure to consider the platform, the time of day at which they’re posting and the audience they are targeting to gain the best possible traction. Then they can sit back and let their audience spread the cheer on their behalf,” he continued.