To deliver a steady stream of culturally relevant and trend-driven content, by onboarding a network of new Creators. Plus, content had to be organically repurposed on John Lewis’ own channels too.

We used the opportunity to trial reactive content with a focus on key calendar moments and trends, while exploring untapped niches. Rather than fixing on a hero product, the campaign focused on moments relevant to the individual Creators, to better resonate with their audiences. Like @jack.designs Sunday reset (a TikTok favourite), heroing relaxing candles and brand-new tech and gadgets in line with the popular Sunday productivity routine.

We partnered with Creators across a range of realms – from cleaning, fitness, fashion, family, home and lifestyle niches. All Creators were new to John Lewis and ranged from Entry to Elite tier in order to reach new audiences and bolster existing engagement.

Creators’ content leaned into specific moments relevant to them and their audiences, tapping into different themes - from Palentine’s Day get-togethers, to a safe running starter kit ahead of the London Marathon.

Tapping into current consumer moments like the London Marathon and Easter gatherings, meant that content resonated with Creators’ audiences, as it felt relevant to their worlds. We beat KPI’s for every metric quite significantly and saw a clear uplift in sales which could be attributed to spending habits at the time.