Keeping the girls coming in  (2012)

Bronze award winner

Campaign: Keeping the girls coming in
Brand: Boots
Client: Boots UK
Entrant: Mother
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

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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.

Judge's Comments:

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.