Discovery: Snail Gel
Holland & Barrett lead the market in terms of spontaneous awareness, whilst consideration is second only to Boots. However, despite positive sentiments towards the brand from a young, more affluent female audience, their penetration in this consumer group is low.UK
A need to recruit new customers to the brand, converting the positive sentiments and consideration into action.
As a multichannel, omnipresent brand offering in store, online and mobile shopping solutions, all activity has to ensure it drives the business as a whole.
INSIGHT & INNOVATION
Research suggests that people are more likely to come to H&B for products they cannot buy elsewhere. This new customer driving campaign therefore focused on the weird and wonderful beauty products only available at H&B. By promoting such products the aim was to change customer perceptions of H&B to a younger audience and ultimately drive activation in store, online and socially.
In terms of targeting this young affluent female audience were heavy users of the internet in particular social media. They watched TV however the number of hours were below the national average, therefore programming is key. The key to campaign success was reach, relevancy and conversation. Reach to ensure the campaign has significant weight to drive the shift. Relevancy to gain advocacy from trusted environments for the brand in order to convert the consideration into action. Conversation to deliver the brand personality and product details ensuring we are present in the channel that means so much to this audience, social.
Being present at all key communication touchpoints for the audience, working closely with the client, PR and content agency to provide a truly collaborative through the line campaign.
Media activity included -
A strong TV presence placing the Snail Gel ad in key viewing moments for the audience. These viewing moments were also stimulating conversations on line which H&B joined via organic and paid for social messages tailored to the programme/conversation context.
We launched the TV campaign with our first spot live in ‘I’m a celebrity get me out of here’, marrying creative, product and environment in an effective manner.
Magazines were used to provide detailed product information in relevant environments, with which the audience is already engaged in an existent relationship and looks to for inspiration.
Underpinning this, was the largest most innovative digital display campaign implemented for Holland and Barrett. The reach of the TV campaign was extended online through VOD placed within highly targeted contextual environments – pre rolls on Health and Beauty content, presence across key blog and channels on You Tube, and news/magazine sites and social media.
Meeting the demands of digital to drive through to retail, we used IP targeting linked to an end frame on the VOD highlighting the nearest store on a map for the user.
The 2nd of December became Snail Gel day! As well as the on going activity mentioned, H&B secured PR presence in the Daily Mail and on Loose Women, discussing the benefits of the new miracle product. This was also the day of our Mail Online Takeover, a dominating media buy across the Femail area of the site, reaching 2m users across the course of the day.