Boots Christmas: Joy for All
EssenceMediacom UK
Client: Boots
Research showed that idealised versions of Christmas felt unreachable and out of touch when compared to the reality of our shoppers' day to day lives and stresses. Our campaign was built around Joy – an emotion accessible to everyone, rooted in everyday life.
We set out to deliver Personalised Joy – with gifts at every price point. To truly make the campaign personalised we needed to reflect people’s own individual interpretation of joy. We delivered unmissable, joyful and personal media activations, powered by Boots’ 1st party data to new, lapsed & returning shoppers.
In an industry first we partnered with ITV to use their brand-new contextual targeting tool to place our TV advertising in joyful programming and sponsored a collection of joyful content on All 4.
Despite the cost-of-living crisis causing many people to search for cheaper shopping, Boots’ market share not only grew by 2.9% but those that were shopping at Boots spent 1.9% more. This equated to a ST ROI of £4.30 and established Boots as a desirable gifting destination yet again.