The John Lewis campaign proves people are hungry for stories that connect us

The John Lewis Christmas campaign has more than doubled the number of Twitter mentions it received during its first day last year and is already proving to be a juggernaut, dominating nearly 90 per cent of the share of voice on Twitter, when compared with the other big retail campaigns which have launched so far. The initial signs are that the campaign has smashed its own records and achieved the talkability factor with the public and media which all others seek to emulate.