Our approach
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 – it reached the right audience and tapped into this crucial area of interest for their core audience of young women.
Idea
The Heat Style Search – a country wide search for the most stylish girl on the high streets of the UK.
Execution
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.
results
25,000
Number of entries online
7 million
Number of home page impressions,
Sales targets achieved on cosmetic range attributable to heat partnership – actual numbers embargoed
Medium.
Objectives.
This multi platform idea helped establish Boots 17 cosmetics in a highly competitive market. The idea engaged with our target market and helped drive product sales. We are at the start of the journey with 17 cosmetics and the heat partnership has given the brand credibility and a platform for success.
”National Advertising Manager, Boots