1. [ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
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Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
BRITTANY
J B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
BRITTANY
J B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
BRITTANY
J B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
J
B
Love Story
[ THE STORY UNFOLDS INSIDE ]
AND THE REST WAS HISTORYIT ALL STARTED WITH A CLICK
BRITTANY
J B
11%OFF + FREEDELIVERY &RETURNSSEE
FLAP
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B
BRITTANY
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Love Story
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2. Campaign Objectives
• The main objective was to create a catalogue which no-one else has done before and would set Boden apart from
the competition.
• To measure the success of the campaign, Boden wanted to...
• Achieve a minimum of 2% uplift in response rates
• Increase ROI
• Drive customers to the Boden website and online competition

3. Personalised Front Covers
• Over 12,000 unique variations of first name
• “It all started…” with either a…
• Website visit –“a click”
• Shop visit – “ in the changing room”
• Call to the call centre – “with a call”
• A conspicuous display of unashamed
affection, front and centre - Johnnie loves the
‘customer’
• One of three targeted promotional discounts
based on customer life cycle

4. Reverse Cover - ‘Personal Shopper’
• Over 2 million combinations of
potential product recommendations
• Top 3 products most likely to appeal
to the customer based on a
statistical analysis of their
transaction and web browse history

5. Inside Flap - ‘Love Stories’
• 3 different versions for ‘Best
Buyers’, ‘Single Buyers’ and ‘Lapsed
Buyers’
• Multiple levels of variation based on
customer life cycle and purchase
information

6. Personalised Email
• Follow up email to reinforce
personalised campaign
• Highly targeted product
recommendations which all click
through to relevant product pages online
• Link to competition

7. What Happened Next?
Competition Entries
• Over 3,000 customer competition entries, each
completing fun data capture regarding their
thoughts of the Boden brand along with pros
and cons about Johnnie Boden!

8. What Happened Next?
Facebook Activity
• Over 250 facebook postings and over 1,000
comments

9. What Happened Next?
Customer Feedback
• Lots of unprompted customer feedback to our call
centre… most of it positive!
Dearest Johnnie,
Once again, I am overwhelmed by the thoughtful
words and imaginative sartorial suggestions in
your latest catalogue. Yes indeed, we have
enjoyed a wonderful relationship, although from
a distance and somewhat intermittent....
Au revoir, mon cherie.
Sheilagh xxxxx
Dear Johnnie, not an enquiry -
just to say that the personalised
brochure you sent me is the best
piece of direct mail I have seen.
(I work in fundraising so I’ve
seen a lot!!) My first reaction was
‘Wow’ and I am still going ‘wow’.
And after a long hard day it was
such a fund thing to find on my
table. So just to prove I still love
you, I am working my way
through the brochure and will
order from you.
Lots of love Norma x

10. Boden met Howard Hunt Group
Results
• Versus the controlled generic image cover we saw a 30% uplift in response
• By integrating the campaign across multiple channels, the target email generated a further
12% uplift in click trough rates
• The whole campaign generate a significant increase in ROI
• Boden received over 3,000 competition entries, over 250 facebook and community posts
Boden met Howard Hunt Group
Boden met Howard Hunt Group
Boden met Howard Hunt Group
Boden met Howard Hunt Group
oup
Boden met Howard Hunt Group
Hunt Group
Boden met Howard Hunt Group
Project “Love Story”
Boden met Howard Hunt Group
Boden met Howard Hunt Group
Boden met Howard Hunt Group
Group
WINNER