Boots case study

Boots case study

• 1.
         Boots  Healthcare  &  Ask  the  Pharmacist                 Background  and  Objectives   Boots  is  the  UK’s  leading  pharmacy-­‐led  health  and  beauty  retailer.  With  over  2,500  stores,  Boots   plays  a  vital  role  alongside  GPs  and  wider  community  health  services.  With  a  brand  purpose   championing  everyone’s  right  to  ‘feel  good’,  Boots  wanted  to  highlight  their  active  and  credible  part   in  the  wellbeing  and  health  of  the  nation.     The  communication  objectives  set  out  by  Boots  were  specifically  to;     • Reinforce  Boots’  expertise  in  health   • Get  beyond  product-­‐led  advertising  and  focus  on  the  additional  services  Boots  provides   • Encourage  the  British  public  to  ‘Ask  the  Pharmacist’   It  was  Boots’  time  to  do  something  different,  their  opportunity  to  move  away  from  their  usual  half-­‐ page  display  campaign  and  really  talk  to  their  customers  in  a  new  way.  They  already  knew  that   newsbrands  provided  the  reach  to  drive  purchase  but  they  needed  a  campaign  that  would  change   people’s  perceptions  of  the  brand  and  ultimately  their  behaviours.  The  authoritative  voice  of  an   editor  was  needed  to  do  this  so  we  needed  a  newsbrand  that  would  give  us  close  contact  with   editorial.  Trinity  Mirror  showed  us  that  their  structure  could  and  would  do  this.   Insight   Trinity  Mirror  provided  access  to  their  Modal  Britain  research  and  modal  mouth  panel.  We   conducted  research  with  these  groups  and  this  insight  showed  us  that  consumers  were  unaware   pharmacists  can  recommend  &  review  medicines,  recognise  symptoms  of  serious  conditions  &   advise  how  to  treat  conditions.  They  simply  didn’t  see  pharmacists  as  a  source  of  health  advice.       The  need  for  Boots  to  change  this  perception  also  aligned  perfectly  with  Trinity  Mirror’s  editorial   news  agenda  on  healthcare.  Trinity  Mirror  have  a  history  of  campaigning  for  the  good  of  the  NHS   and  for  the  health  and  wellbeing  of  mass  market  Britain  and  the  editorial  team  were  right  behind   this  topical  conversation.     Research  from  Local  Media  Works  also  proved  that  consumers  still  place  huge  trust  in  their  local   news:  ‘Local  media  is  the  most  trusted  source  of  information’  Source:  Consumer  Catalyst,  2014.   Trinity  Mirror’s  portfolio  includes  large  regional  representation  which  enabled  us  to  tailor  messaging   specifically  to  a  region  to  allow  us  to  really  get  close  to  readers  and  drive  consumer  action  using  local   and  topical  content.     Executive  Summary   With  the  ever-­‐growing  over  reliance  on  the  NHS,  Boots  challenged  OMD  UK  to  encourage  consumers  to   ‘ask  a  pharmacist’  and  re-­‐educate  the  public  on  the  additional  services  that  Boots  provides.   OMD  UK  and  Trinity  Mirror  created  a  content-­‐led  campaign  that  spoke  to  people  at  both  a  national  and   local  level  whilst  emphasising  the  role  Boots  pharmacies  play  in  communities  all  over  the  country.   The  content  led  campaign  was  a  huge  success  with  22%  of  readers  who  saw  the  campaign  directly  visiting   their  local  Boots  Pharmacist  and  asking  their  advice.    
• 2.
        The  Idea  and  Plan   A  co-­‐branded  content  partnership  was  created  exclusively  in  Trinity  Mirror  titles  (two  nationals  and   nine  regionals)  from  September  2015  to  February  2016.  The  campaign  included  front  cover  flashes,   DPS  and  single-­‐page  advertorials  and  digital  articles.  It  featured  Boots  UK  pharmacists  doing  what   doctors  do  –  campaigning,  listening  and  personalising  advice.  These  became  the  three  key  content   strands:     • Campaigning  -­‐  A  rallying  cry  to  encourage  readers  to  ask  their  pharmacist  first.  We  highlighted   topical  issues  such  as  obesity/cancer  rates  and  smoking,  creating  a  platform  to  position  Boots   UK’s  pharmacists  as  the  expert  voice.         • Listening  –  With  a  series  of  Q&A-­‐style,  ask-­‐the-­‐pharmacist  features,  we  highlighted  the  specialist   expertise  available  at  Boots  stores.    From  polls  across  the  Trinity  regional  and  national  titles,  we   found  out  about  the  things  that  people  ignore  most  and  developed  a  seasonal  conversation   calendar  on  topical  healthcare  issues,  with  weekly  content  demonstrating  how  Boots  UK   pharmacists  can  help.     • Personalising  –  via  a  series  of  seasonal  quizzes  and  online  games,  we  helped  readers  understand   the  health  impact  of  their  lifestyle  choices,  rewarding  them  with  discount  coupons  or  Boots   Advantage  points  for  sharing  on  social  media.                                    
• 3.
            Results     The  campaign  was  a  resounding  success.  Over  the  course  of  the  activity,  the  campaigning  spirit  of   Trinity  Mirror’s  titles,  with  their  authoritative  and  trusted  quality  editorial  content,  led  to  a  step-­‐ change  in  how  Boots  UK  was  perceived  for  health  advice.  The  awareness  of  additional  services   featured  in  content  also  rose  and  a  significant  number  of  people  went  on  to  ‘ask  the  pharmacist’.       Trinity  Mirror  Quotes    “The  collaborative  approach  and  commitment  from  editorial,  commercial,  client  and  agency  meant  we  were   able  to  deliver  a  campaign  that  went  beyond  product  advertising  and  gave  Boots  UK  a  more  active  and   credible  role  in  people’s  daily  lives.  Using  our  knowledge  of  mass  market  Britain  we  have  been  able  to  target   audiences  through  emotive,  localised  and  relevant  content.”   Zoe  Harris  -­‐  Invention  &  Marketing  Director    “The  partnership  content  aligned  perfectly  with  Trinity  Mirror’s  news  agenda,  delivering  a  campaign  with   genuine  editorial  authenticity,  whilst  reinforcing  Boots  UK’s  expertise  in  health.”   Lloyd  Embley  -­‐  Editor  in  Chief     Client  Quote   “This  campaign  created  first  class,  relevant  content  that  highlighted  Boots  huge  expertise  in  health  and  also   showcased  the  wide  range  of  additional  services  we  offer.  Results  exceed  expectations  in  all  areas.         Fiona  Lakin,  Marketing  Manager,  Boots