Keeping the girls coming in (2012)
Campaign: Keeping the girls coming in
Client: Boots UK
Principal Authors: Laurence Horner - Mother, Jane Christian - MediaCom Business Science, Jon Hildrew - Boots, Peter Pereira - Ipsos ASI
Credited Companies: OMD UK - Media Agency, LIDA - Direct Marketing Agency, jupiter Design - Design Agency, Grand Union - Digital Agency, Redwood - Publishing, Boots UK - Client
In 2007, Boots’ UK market share was under pressure from new competitors in the health and beauty market. To address this problem, Boots embarked on a journey to identify and understand its most valuable customers: 25-44-yr-old women, and developed a strategy to secure their loyalty. The resulting campaign, 'Here come the girls' really resonated with these women, arresting the share decline and maintaining Boots' position as market leader.
There is much learning in this paper about brand strength; Boots transformed its fortunes in a recession through great insight and in-depth understanding of its target audience. A compelling story that was elegantly told.