Boots create a distinctive position in the market for their 17 range of cosmetic products for women aged 16-24
Boots came to us with a problem. They needed to create a distinctive position in the market for their 17 range of cosmetic products. The 17 brand in the minds of their core consumers (women 16-24) was seen as an 'own label' and had lost its position against competitors. They wanted to engage with their core audience in a creative and relevant way to change perceptions of 17, and bring a sense of style to the brand.
To engage with their core audience and change perceptions of 17, and bring a sense of style to the brand.
The Heat Style Search, a country wide search for the most stylish girl on the high streets of the UK. The campaign saw Heat travelling the country snapping stylish women on the high street. This idea was extended from heat magazine onto the newly launched heat radio with an ad funded radio show created especially for 17 cosmetic range and became the first ever fashion and beauty show on UK commercial radio. Heatworld.com was used as an entry point for the competition and provided daily fashion tips. Heats editorial team effectively became Boots brand ambassadors.
25,000 entries online, 7 million homepage impressions, the radio show listening hours up by 45% on the year. Sales targets achieved on cosmetic range attributable to the Heat partnership - actual numbers embargoed. The idea engaged with the targeted market and helped drive product sales, partnership with Heat has given the brand credibility and a platform for success.
Through our own research panel 'The Inside' on fashion, we discovered that amongst this young female audience, the fastest growing influence on beauty purchasing was the choices made by celebrities, who are seen as big style. We realised that the Heat brand was the perfect partner for 17 as it reached the right audience and tapped into this crucial area of interest for their core market. 'This multi platform idea helped establish Boots 17 cosmetics in a highly competitive market', Chris Ladd, National Advertising Manager, Boots.