John Lewis Give Knowingly Campaign Decoded: Engagement Insights

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

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 Analysis

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.

Suggestions 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.