A global fitness technology brand aimed to drive sales of its latest smartwatch during the peak gifting season, reaching health-conscious, tech-savvy shoppers using insight from its strongest existing buyers across multiple channels.
John Lewis' first-party data identified active lifestyle shoppers with a proven interest in smart technology and fitness, shaped by real purchase behaviour.
Activation across display, online video and connected TV reached audiences as they explored gift ideas, fitness content and technology reviews.
Premium video environments, including living-room connected TV, placed the brand within moments customers already value, fitting naturally into daily routines.
Closed-loop measurement tracked impact across online and in-store, proving acquisition at scale with the vast majority of orders coming from entirely new customers through verified purchasing behaviour.
The campaign delivered a 17:1 brand ROAS, validating a full-funnel approach that combined display, online video and connected TV rather than relying on any single channel to carry gifting-season demand.
92% of orders came from entirely new customers, showing that seeding from the brand's strongest existing buyers and expanding through John Lewis' first-party data reached genuinely incremental shoppers rather than recycling known demand.
A £285 average order value across 1.43m unique reach demonstrated that premium video environments, including connected TV, held both the audience quality and the commercial weight expected of a flagship smartwatch launch at peak trading.