Data from Brandwatch taken between 31 October and 14 November looked at the number of mentions various Christmas campaigns received on social media, as well as positive sentiment about each campaign. Data did not include retweets and quoted tweets, Brandwatch said.
According to the tool, #MozTheMonster had the highest volume of mentions with a positive sentiment (7,200), from an audience that was 63 per cent female. Overall, the campaign was mentioned 84,000 times.
Following John Lewis, Marks & Spencer's campaign with Paddington Bear, which was released on 7 November, achieved 37,000 mentions between 31 October and 14 November. Brandwatch said 4,700 of these were positive, while the audience for the campaign was 68 per cent female.
Meanwhile, Debenhams' #YouShall fairytale campaign, which launched on 9 November, has been mentioned 12,000 times. According to Brandwatch, the audience for the campaign was 82 per cent female, with 3,100 mentions categorised as positive.
The film (below) has been viewed almost three million times on the retailer's Facebook page.
Separate data from social listening specialist Crimson Hexagon, which monitored views, found the John Lewis film was the most viewed, with 10.4 million views on Facebook and YouTube within 24 hours of launch and 20.9 million views within three days.
The M&S campaign was second, with 12 million views on both platforms in three days, while John Lewis' sister brand Waitrose came third, garnering 6.6 million views within three days.
Additional reporting provided by PRWeek sister title Campaign