John Lewis ad attracts young Adele fans to Age UK

Age UK has gained a new, youthful social media following, thanks to John Lewis' "man on the moon" Christmas ad.

According to figures from the social analytics company Starcount, in the month since the ad was released, the charity’s Twitter page has gained over 5,000 new followers, four times more than it usually receives in the same time period.

Some 15 per cent of these new followers are between the ages of 18-24, compared to just 1.2 per cent of its followers overall.

As well as reaching a more youthful audience, since "man on the moon" Age UK has also attracted followers with different personal interests. Overall, Age UK’s Twitter audience is most interested in topics such as education, news and literature. However, its new followers are more typically interested in things such as comedy, music and TV.

Lily Allen, Ed Sheeran and Adele are among the most followed Twitter accounts for Age UK’s new audience.

Age UK has been increasingly targeting a younger audience with its campaigns in recent months.

Alongside the John Lewis ad, which has so far been viewed over 21 million times on YouTube, it has partnered with Innocent and Oliver Bonas on The Big Knit, and recently collaborated with Channel Four’s Gogglebox in a push to raise awareness through winter.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).