Boots: Keeping the girls coming in
Principal authors: Laurence Horner, Mother; Jane Christian, MediaCom Business Science; Jon Hildrew, Boots; Peter Pereira, IPSOS ASI
Introduction
This is an unusual IPA paper, because it's not a story about massive growth, a runaway launch or a complete reversal of fortune.
It's a story of disaster averted.
Specifically, it's the story of how Boots fought off new competition and retained its leadership of the UK health & beauty market with a campaign that increased ROI by 185% and generated £285 million in profit.
How did Boots do this?
By focusing on the...