The Masters of Marketing Awards 2018


Tobacco Dock

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Marketing Week


How John Lewis beat its Black Friday ROI target by 346%

Award category: Programmatic and Performance Marketing

Entering agency: Infectious Media

Name of brand: John Lewis

Project name: How John Lewis beat its Black Friday ROI target by 346%

Type: Winner

Judges' comments: A well-considered strategy - given the constraints - and excellent results.

Description: In 2016, in order to maximise the huge sales opportunity of Black Friday, John Lewis set out to buy programmatic advertising inventory more intelligently. The retailer’s approach took insight from analysis of historical data to gain a crucial understanding of when best to target users and coupled that with an innovative ‘Programmatic Guaranteed’ relationship with a premium publisher. The strategy drove an ROI up to 346% higher than target and helped deliver a record-breaking Black Friday for the brand, exceeding record weekly revenue by 6.5%.


  • “The Masters of Marketing Awards are bold and courageous and really push the boundaries for the industry. They recognise truly innovative work and are an inspiration, with some of the best work available for all to see.”
    Karen Stacey

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