What: John Lewis is using Meta’s AI-powered Advantage+ shopping campaigns to optimise its marketing strategy during the peak holiday season, achieving impressive results such as a 70% higher return on ad spend.

Why it is important: This approach demonstrates how AI can significantly enhance marketing efficiency, allowing brands like John Lewis to reach new audiences and improve campaign performance during critical retail periods.

John Lewis is focusing on leveraging AI to maximise its performance during the holiday season, running from November through January. Imogen Beri, head of social media at John Lewis, explains that the brand adopts a “dynamic test and learn approach” to stay relevant to customers during this busy time. This year, the retailer tested Meta’s Advantage+ shopping campaigns, which use AI and machine learning to streamline campaign setup and improve targeting efficiency. The results were highly successful, with John Lewis reaching 20% of a new audience and achieving a 70% higher return on ad spend. Beri emphasises that while AI is a powerful tool, it should be seen as an enabler rather than the driver of marketing strategies, which must remain customer-centric. Additionally, John Lewis continues its tradition of delivering its iconic Christmas ad, which remains a key highlight of its seasonal marketing efforts.

John Lewis utilises Meta’s AI for peak season success