We introduced UK retailer John Lewis into social media to promote the retailer’s weddingservices by seeding content into a dedicated blog and reaching out to a wider audience viaTwitter posts .

The premise is we are following the path of a real couple - Claire & Stuart - as they move towards their wedding day.

Social media is being tapped with progressive video interviews of the couple being placed online while our couple are also maintaining an ongoing blog and sending out Twitter posts of their own experience.

By doing this we are engaging the wedding service in active dialogue with potential customers in a genuine way and by default this pushes the John Lewis wedding services in a subtle but effective manner.

Lastly, the discussion generated allows our John Lewis experts to join in with the conversation and provide advice and showcase the service without a hard sell.

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