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Lack of body confidence and low self-esteem are issues all-too-frequently a�ecting 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

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 tra�c 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 resultsBoots 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.comor visit advertising.yahoo.co.uk for more information.

* comScore MMX, June 2016