John Lewis plays supermarket sweep with the opposition in Christmas campaign battle

The John Lewis campaign, about a little girl's attempts to connect with a lonely old man on the moon, has taken every other major retailer's efforts to the cleaners during the decisive early stages of the Christmas trading period. It has proved to be a clear favourite among 15 major retail campaigns tracked exclusively for PRWeek on Twitter, but does social sentiment translate into sales? Experts insist that it does.