Facing a major new product launch, Boots decided to create a cross-discipline media team tasked with a two-fold challenge:

• To develop a genuinely media-neutral plan to give the campaign the best chance of success
• To evaluate the full impact of each of the media used against ‘soft’ and ‘hard’ measures

Smooth coverage
Using a combination of TV, magazines, PR and advertising mail, Boots successfully launched No.7 Intelligent Colour Foundation. This case study looks in depth at the approach Boots took, how they planned, executed and evaluated the campaign and, ultimately, how mail helped them to bring a revolutionary new product to market.

Key insights
Consumers who received advertising mail, in addition to seeing Boots No.7 magazine and TV ads, showed a 27% uplift in brand awareness at just 64% of the cost of more TV.