Yahoo partnered with Boots UK on a campaign to tackle low self-esteem and body confidence among young people. They wanted to position themselves as 'Feel Good Specialists' and inspire young people to feel good about themselves. To achieve this, Yahoo created a Tumblr which housed all of the creative content such as inspirational quotes, make-up tips and a Q&A with child psychologist Tanya Byron. The results of the campaign shows that people who visited the blog found the content very useful and inspiring. In addition, their views about Boots UK changed, now seeing the retailer as inspirational and as 'Feel Good Specialists'.

1. advertising.yahoo.co.uk © 2016 Yahoo. All rights reserved
Lack of body confidence and low self-esteem are issues all-too-frequently affecting
young people today. Boots, the UK’s leading pharmacy-led health and beauty retailer,
wanted to tackle these concerns head on. Boots partnered with Yahoo to create an
inspirational and informative Tumblr blog with the aim of inspiring young people between
16 and 25 to feel good about their appearance and increase their self-esteem. The results
were glowing. A post-campaign survey revealed that 75% believed the campaign had
changed their perception of the Boots brand, seeing it as an inspirational retailer.
Boots UK
looks good
on Yahoo

2. The campaign
Boots wanted to inspire young people to feel more confident about their appearance. Its objective was
to position itself as the ‘Feel Good Specialist’ and move beyond product-led marketing. To help Boots
connect with its target audience of 16-to-25-year-olds, Tumblr emerged as a natural fit. The popular
social network site has 9.9 million monthly active users* who create, engage and share content, and 86%
of Boots’ target audience are more likely to spend their time on Tumblr than any other website. That’s
because they believe that Tumblr is a ‘positive, low-drama space’. Tumblr’s reputation for positivity made
it the perfect platform to host a campaign around teenage confidence.
To position Boots UK as ‘Feel Good Specialists’, Yahoo created a Tumblr blog which featured inspirational quotes, make-up tips and a
Q&A with child psychologist Tanya Byron, to inspire and help young people think positively. The content on the blog was original,
informative and inspirational as well as being visually appealing. The most talented digital designers were hand-picked to create
content that would increase campaign engagement.
The content was distributed with Yahoo Gemini Native Ads. These ad units fit seamlessly within editorial content across Yahoo and
its partner sites, making them the perfect mechanism to drive traffic to branded content.
The results
The results showed that Boots UK succeeded in its mission to inspire young people to feel good about themselves. The blog received
10 million impressions and a post-campaign survey, conducted by a third party, confirmed that the campaign achieved its brand
objectives. The most viewed content on the blog was the inspirational quotes and make-up tips, delivering 62% of the content views.
The campaign research
also revealed an increase
of 53% in those who
associated the messaging
‘Feel Good Specialist’ with
the Boots brand. Three
quarters of those exposed
to the campaign said that
their perception of the
Boots brand changed after
they engaged with the
blog and, as a result, they
think of Boots as a caring
and inspirational brand. In
addition, 68% of
16-to-19-year-olds thought
that the Tumblr blog
content exceeded their
expectations and 82%
thought that it was
interesting and relevant.
Glowing campaign results
Boots UK, Yahoo and Tumblr inspire body confidence amongst Millennials
Inspired by Boots and want to find out more?
Contact your Yahoo Account Representative, email us at info-yahoo@yahoo-inc.com
or visit advertising.yahoo.co.uk for more information.
* comScore MMX, June 2016