Boot Camp In A Bottle sought to build awareness of its new meal replacement weight-loss program. A strategy was developed using case studies of people who had successfully lost weight on the program. Twenty participants were recruited and their progress was documented through videos, diaries and photos. This content was used to generate magazine coverage, increasing website visits by 22,800 and revenue by £364,800. The campaign reached a total of 19.3 million people through 18 pieces of national press coverage.

1. BUILD A BRAND FOR BOOTCAMP
Client name
Sector
Timeframe
Budget
Boot Camp In A Bottle
Health food
September 2012 – December
2013
£150,000

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Boot Camp In A Bottle is an all-
natural meal replacement
weight-loss programme and one
of the first weight loss stevia
products to be released in the
UK.
Campaign aims included:
• Develop awareness of the
brand amongst consumers
and potential stockists
• Position Bootcamp as unique
• Drive sales of the product
Challenge
Strategy: Case studies
Results
• Created ‘The UK’s Toughest Diet’ supported
by a range of video, diary and photo content
• Recruited 20 “Bootcampers” led by a tough
former military Personal Trainer.
• Created a whole diet training programme to
create the best, incentivised, ‘before and after’
case studies
• Developed “Little Book of Bootcamp”
22,800Additional visits to the Boot Camp In a
Bottle website
CASE STUDY: BOOTCAMP IN A BOTTLE
19.3mPeople reached with the campaign
£364,800Increase in revenue directly attributed to
online traffic spikes generated by PR
Insight
• The main driver diet product
sales are ‘before and after’
photographs
• Case study led traffic to the
online sales site has a
conversion rate of 40%,
compared to 12% for social
media or other adverts
• Put the development of case studies at the
heart of our awareness raising campaign
• Use product placement tactics alongside the
campaign
• Drive trade magazine awareness alongside
the campaign
Creative
• Case studies of dieters are
incredibly hard to collect in a
short time period

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OUTPUTS:
CONSUMER MAGAZINE COVERAGE

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OUTPUTS:
CONSUMER MAGAZINE COVERAGE

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OUTPUTS:
PRINT COVERAGE

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01
Secured 18 pieces of
national coverage,
representing the
opportunity to reach 19.3
million consumers.
02 Coverage boosted visits to
the Boot Camp In a Bottle
website by 22,800 people.
OUTCOMES
03
Overall reach of over 19.3
million people, with pieces
featured in Woman’s Own,
Best, the Sun, the Mirror and
Metro.
04
Built relationships with
journalists across national
newspapers, women’s weekly
magazines, online magazine
sites and lifestyle bloggers.
05
Created a database of case
studies who could be easily
contacted if any further media
opportunities arose.
“CLEAR AND VERY EXPERIENCED IN
THEIR FIELD, DELIVERING ON TIME
AND WITH GOOD RESULTS IN TERMS OF
AGREED KPI’S. EXCELLENT VALUE –
AND JUST AS IMPORTANT HOLLY AND
HER TEAM ARE A DELIGHT TO WORK
WITH, PEOPLE WITH WHOM CLEAR
COMMUNICATION BOTH WAYS IS
VALUED AND STRAIGHTFORWARD.”
David Cox,
Founder and CEO, Bootcamp In A Bottle