Grade B14 sourcesHIS-01688
Excitable Edgar
Campaign · 2019
The retailers reported 38 million social views for their Christmas dragon advert.
Excitable Edgar
@ExcitableEdgar · Nov 11, 2019
Meet Edgar. 14.11.19 #ExcitableEdgar
Spread Score
How it worksNumbers
- Seed to milestone
- 5 days
- Nov 14 ’19 to Nov 19 ’19
- Platforms
- 7
- Started on YouTube
- Origin
- Mixed
- Retail
How it spread
Trace the originJohn Lewis and Waitrose released Edgar online before cinema and TV placements. A paid Twitter trend accompanied public reactions and the soundtrack charted. The partnership later claimed 38 million social views.
Documented milestone; not a measured attention peak.
Timeline (13)
November 2019
@ExcitableEdgar precursor · Nov 11 ’19
The character account posted a teaser inviting viewers to meet Edgar on 14 November.[1]
Join free to see why it worked and the other 10 events. Free, on every case.
Do this
- 1Give a character reveal a dated teaser and a recognisable final creative.
Every number (8)
- Advert YouTube views; analysis through 19 November, derivatives not enumerated“YouTube views 8,217,639”8.2M[5]
Press (3 outlets)
- Nov 14, 2019same day
Euronews · The John Lewis Christmas advert: What is the UK hysteria over the retailer video?
You’ve seen 1 of 3 steps, 1 of 8 numbers and 1 of 3 outlets. Pro opens the rest, with all 14 sources.
