John Lewis Give Knowingly Campaign Decoded: Engagement Insights
Overall Score
55/100
Highest Focus
The ad reached its peak focus score of 91.3 at the 27-second mark, as the heartfelt message “Love, Mum” appears on screen. This moment captures the true spirit of the campaign: the beauty of thoughtful gifting.
Lowest Focus
The lowest focus score, 6.85, occurred at the 18-second mark, during a scene shot over a girl's shoulder as she selects a dress from her wardrobe. The abundance of movement in this scene likely contributed to the dip in viewer focus.
Highest Clarity
Clarity reached its peak at 97.3 at the 18-second mark, as the scene focused solely on the girl choosing a dress from her wardrobe, marking the beginning of the video's central message.
Lowest Clarity
The lowest clarity score, 54.63, was recorded at 9-seconds , where an overload of visuals on screen likely diminished viewer clarity.
Highest Attention
Viewer attention peaked at 90.49 at the 20-second mark, as the camera zoomed in on the main character while the voiceover highlighted the core message of the ad, maximizing engagement.
Lowest Attention
The lowest attention score, 13.69, occurred at the 27-second mark, during a scene with a single person and minimal visual activity, leading to reduced viewer engagement
Summary
The Give Knowingly campaign by John Lewis shines a light on the value of thoughtful gifting, capturing audiences with emotionally resonant scenes. The ad’s highest focus score, 91.3, occurs at the poignant 27-second mark when the text “Love, Mum” appears, embodying the warmth and personal touch of giving. Clarity is at its peak with a score of 97.3 at the 18-second mark as the camera centers on a girl choosing a dress, setting the stage for the video’s core message.However, the ad’s overall engagement could be enhanced. The lowest attention score of 13.69 appears when the frame contains minimal action or visual appeal, suggesting an opportunity to add subtle movement or dynamic elements to sustain viewer interest. Additionally, with a relatively low percentage seen score of 41.5, the campaign could benefit from a more captivating introduction or quicker pacing to retain viewers through the entire ad.
The Commercial
Fogmap Video
Suggestion for Improvement
Engage Early: Starting with a visually compelling or emotionally impactful scene can boost the low 41.5% view-through rate. An engaging opening can draw viewers in and set the tone.
