Viv Bowdler | Creative | Graphic Design

John Lewis On twitter


John Lewis #MozTheMonster

Campaign strategy, idea development & pitch

When we heard that John Lewis were building a Monster Making site for their 2017 Christmas campaign I got thinking about how to bring this idea to life on Twitter. 

John Lewis' 2017 Christmas campaign told the story of Moz, a friendly monster who lives under a boy's bed and keeps him awake at night. To extend the campaign John Lewis (together with their creative agencies) designed and developed an interactive web experience that allowed people to create their own monster by defining its shape, size, colour, pattern, and smile. 


           On Twitter this image was used to tease the campaign.

          On Twitter this image was used to tease the campaign.


the insight

Every year on Twitter the conversation about the John Lewis Christmas is huge, with campaign hashtags consistently trending the day of launch. 

After the launch of their ad on Twitter, John Lewis wanted to drive people to their Monster Making experience in a playful way so I set myself the challenge of creating a highly bespoke and personalised experience on Twitter whilst showcasing the beautiful content from the John Lewis Monster making hub.




the idea

Simply using Twitter's auto-response API, the brand invited Twitter users to tap the heart on this Tweet, to instantly receive back one of 50 monster messages from John Lewis, as well as a call-to-action to go to the site and make their very own version of Moz. This was combined with a clever tease image, a #MozTheMonster emoji, community management and personalised video thankyous.






Not only did #MozTheMonster beat John Lewis' 2016 campaign for overall tweet impressions it was also the most talked about advert of all retailers. With nearly 300K tweets it was +144% up on any other Christmas campaign in 2017.