Agency: EssenceMediacom
Category: Best contextual campaign
Challenge
Boots is the leading retailer for seasonal health products. As warmer weather approached, it was looking to surpass sales targets set for its hay fever and suncare range by increasing market share. With the Great British summer not known for its reliable weather, a one-size-fits-all media strategy does not work; Boots needed an approach that could adapt to ever-changing demand. The challenge was pinpointing the precise moments when the audience became in-market. Boots needed to show up at the right time, in the right context to drive sales.
Approach
Boots tested campaigns on digital channels that reacted to pollen and UV triggers and then tapped into content that correlated with good weather, sunburn and hay fever. The advertiser saw the perfect opportunity to extend this into print news brands, with an always-on strategy running across spring and summer.
Boots looked for a news brand partner that could deliver the right print environment and audience as well as digital to engage younger readers. Reach was the perfect partner with both national and local coverage. Using Mantis, Reach’s AI-powered tool, Boots was able to scan content to find the right contextual environments for ad placement. In addition, Reach monitored editorial across its titles before they went to print to identify contextually relevant articles. Boots also tapped into cultural moments, tailoring headlines in ads to the specific editorial. Overall, Boots had 37 contextually relevant creatives positioned next to articles.
Results
Boots grew its sun care market share in a market that was down 10.5% year-on-year. Across the hay fever category, Boots achieved a double-digit revenue increase. Reach’s brand uplift study showed a whopping 54% recall among readers versus a benchmark of 46%, with 38% actually visiting a Boots store. By understanding and adapting to consumer behaviour with Reach, Boots not only weathered the storm but basked in the sunshine of success.
Judges view
I think this campaign is a real lesson to other retailers and brands about how to use contextual to drive meaningful business results.
Richard Pash, chief customer officer, Zurich Insurance
