Background

John Lewis is a cornerstone of British retail, renowned for its exceptional quality, customer service, and timeless style. Established in 1864, the brand has grown from a small London drapery shop into one of the UK's most trusted department store chains, offering everything from fashion and beauty to homeware and cutting-edge technology.

Purpose

John Lewis aims to leverage its existing brand assets—including product imagery, in-store visuals, and campaign materials—to create high-performing, platform-optimized ads for social media. With a focus on emotional connection and brand consistency, the retailer seeks to repurpose these raw materials into video and static tailored for platforms like Instagram, Facebook, and TikTok. The goal is to drive engagement, amplify seasonal campaigns, and showcase its diverse product range in a way that resonates with modern shoppers’ preferences for authentic, visually compelling content. By maximizing the value of its existing assets, John Lewis can maintain a cost-efficient yet premium social media presence that reinforces its reputation for quality and thoughtful curation.

Challenge

John Lewis faces the growing demand for rapid-turnaround campaigns that must launch quickly—whether to capitalize on trends, align with cultural moments, or promote time-sensitive offers. However, as a brand synonymous with premium quality and polished storytelling, it cannot compromise its high production standards. The challenge lies in finding an agency partner capable of delivering social-ready video and static ads at speed while maintaining the elevated aesthetic and emotional resonance customers expect from John Lewis. This requires both operational agility (streamlined workflows, asset management) and creative expertise (platform-specific optimization, brand consistency), ensuring quick-turn projects still reflect the brand’s heritage of excellence.

Solution

Milliod addresses John Lewis’ need for speed and quality with a flexible, high-efficiency production model tailored to premium retail brands. For urgent campaigns, Milliod delivers 3 hero 15-second videos in just 3 working days, with a streamlined 1-day revision turnaround—all while maintaining John Lewis’ exacting standards. Milliod’s secret lies in a dual focus:

1. Precision-First Workflow: Every asset undergoes rigorous quality checks before delivery, drastically reducing time-consuming rework.

2. Modular Creativity: Milliod adapts John Lewis’ existing luxury assets (product shots, campaign footage) into platform-optimized content that balances speed with storytelling polish.

This approach lets John Lewis react to trends or launch campaigns rapidly while preserving the cinematic quality behind its "Never Knowingly Undersold" reputation.

Result

John Lewis achieved exceptional outcomes through its partnership with Milliod, successfully bridging the gap between speed and premium quality in its social campaigns. Milliod's rigorous quality control process minimized revisions, allowing John Lewis' team to focus on strategy rather than fixes. The collaboration proved so effective that John Lewis has expanded the partnership, entrusting Milliod with ongoing campaigns and adopting Milliod’s agile model as part of their core creative workflow. This sustained relationship underscores how Milliod has become an extension of their team—delivering brand-elevating content at the speed of social.

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