By Katy Archer

John Lewis and Very.co.uk have won the annual battle of retailers’ Christmas adverts on social, according to research commissioned by marketing agency Intermarketing Agency.

Over a quarter of a million tweets, Instagram and Facebook postings were analysed by Intermarketing, working with Queen’s University-based data scientists Adoreboard, to reveal the definitive Top 10 Christmas ad rankings based on consumer engagement. Algorithms detecting emotions such as joy, trust, rage and anger expressed by social media users have been used to give an overall ‘Adorescore’ for each retailer.

The much lauded Iceland’s banned #NoPalmOilChristmas social purpose campaign hasn’t, however, engaged the UK Read full story ›

Source: The Drum