Helping people navigate life’s moments, big and small. With a brand strategy that moved John Lewis from a price promise to a life partner.
Overview
We supported the launch of John Lewis’ new brand promise ‘For All Life’s Moments’ with a comprehensive ‘Moment strategy’ and GTM roadmap, including a customer value proposition for the priority Moment (Early Years) to support the public launch in 2022.
Role
As creative director, I led a multi-disciplinary team of strategists and designers on this 16-week project to define this new brand strategy and turn the big aspiration into a feasible business reality. From mapping the opportunity size of all life’s moments to testing and delivering the winning propositions with detailed roadmaps of what it’ll take to launch.
(NB: not involved in the campaign execution)
(NB: not involved in the campaign execution)
The whitespace
Retailers make sense of the world by organising their products into neat categories, such as home & garden, furniture and dining. Whilst logical, it takes away the human emotion and much-needed inspiration when shopping.
John Lewis wanted to challenge this with a radical approach that would organise the business around life’s most important moments instead of product categories. In order to deliver a more relevant and reassuring experience for customers.
John Lewis wanted to challenge this with a radical approach that would organise the business around life’s most important moments instead of product categories. In order to deliver a more relevant and reassuring experience for customers.
The moments
After an exhaustive process of elimination to find the Moments with the highest commercial potential and biggest brand stretch, we created and tested a range of value propositions that translated customer insights into valuable services.
The proposition
The first Moments proposition to launch would set the tone for how customers will perceive the renewed brand promise so needed to land with impact.
Focusing on the Early Years of raising children (ages 18 months to 11 years) gave John Lewis the opportunity to leverage their existing brand credibility in Nursery and push into a highly significant and recognisable part of our customers day to day lives in a refreshing and modern way.
Focusing on the Early Years of raising children (ages 18 months to 11 years) gave John Lewis the opportunity to leverage their existing brand credibility in Nursery and push into a highly significant and recognisable part of our customers day to day lives in a refreshing and modern way.
The launch
Our work informed and directed the launch campaign of the new brand promise in 2022. Alongside this, John Lewis revamped and relaunched their previously sub-par kidswear category to a market-leading one.
The result
Families get the support they love from John Lewis, not just at Nursery age, but all the way through their child’s development.
The Moments strategy manifested the new brand promise with a distinct and holistic experience that only John Lewis could pull off. We delivered a 3-year roadmap with a projected uplift of £116m in annual revenue. Helping JL to better serve their existing customers, improve retention and attract a new generation of future families.
The Moments strategy manifested the new brand promise with a distinct and holistic experience that only John Lewis could pull off. We delivered a 3-year roadmap with a projected uplift of £116m in annual revenue. Helping JL to better serve their existing customers, improve retention and attract a new generation of future families.
