Increasing Boot’s market share of hayfever sales in-store and online.

Digital advertisement on top of a vehicle promoting eye relief products, with the text 'Help soothe irritated and itchy eyes' and an image of eye drops and a green package.

Syncing strategic digital out of home placements with data driven audience targeting, we were able to move Boots hay-fever products to the number 1 spot on Boots online.

An advertisement for Boots allergy eye mist against a background of grass, featuring a box of the product and white flowers. The text reads: 'TABLETS EASED THE SNEEZE, BUT EYES STILL IRRITATED? Help soothe irritated itchy eyes.' There are two buttons: one says 'shop now' and the other 'let's feel good.'

Leveraging Boots in-store sales and footfall data, we pinpointed the optimal digital out of home 6 sheets locations.

As London was a hotspot, we took advantage of postcode targeting across black taxi digital panels, time targeting based on peak store footfall.

Monitoring pollen count levels enabled us to switch activity on and off to cannibalise on consumer needs when the pollen count was high.

Across personal devices there were a number of targeting segments used in order to optimise towards both awareness and sales. Ensuring the brand was front of mind for parents was key, so we leveraged not only demographic overlays, but also premium white list targeting across major parenting sites and forums.

Digital advertisement in a mall for allergy relief tablets, featuring a box of allergy eye mist and text about soothing irritated eyes.

The Results -

87% of Addressable Audience Reached

Tracked Increase in Online Sales of 18%

Overall Increase in Total Unit Sales of 180%

Finally, leveraging Boots website pixel data to expand and find lookalike consumers was also a targeting segment in play, along with intent targeting for consumers searching or reading hay-fever relief articles. 

Creatively, we had to drive synergy across all the channels and devices. Our creative team produced the display assets in HTML5 and built the specifications for the digital out of home placements.