Tumblr case study: Boots body confidence campaign increases brand perception

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Yahoo partnered with Boots UK for a campaign tackling low self-esteem and body confidence among young people.

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Case study summary

• Boots wanted to position themselves as ‘Feel Good Specialists’ and inspire young people

• Identified Tumblr as destination for 86% of target audience (16-25 year olds)- viewed as a ‘positive space’

• Yahoo created dedicated Tumblr page for the campaign, featuring inspirational quotes, make-up tips and a Q&A with child psychologist

• Supported by native advertising via Yahoo Gemini

• Campaign got increase of 53% in those people who associated the messaging ‘Feel Good Specialist’ with the Boots brand

The challenge

The high street brand wanted to position themselves as ‘Feel Good Specialists’ and inspire young people to feel good about themselves.

With 86% of Boots’ target audience (16-25 year olds) more likely to spend time on Tumblr than any other website due to it being viewed as a ‘positive space’, it was a natural platform for the campaign.

The solution

To achieve this, Yahoo created a Tumblr blog which housed all of the creative content such as inspirational quotes, make-up tips and a Q&A with child psychologist Tanya Byron.

Focusing on championing a positive message of self-esteem and body confidence in young people, Boots and Yahoo created a dedicated Tumblr page for the campaign, featuring inspirational quotes, make-up tips and a Q&A with child psychologist Tanya Byron. This was supported by native advertising via Yahoo Gemini.

The results

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’.

Key results:

• Three quarters of those who saw the campaign believed it changed their perception of the Boots brand, now viewing it as a caring brand and inspirational retailer

• Inspirational quotes and make-up tips delivered 62% of the content views

• An increase of 53% in those people who associated the messaging ‘Feel Good Specialist’ with the Boots brand

• 68% of 16-to-19-year-olds commented that the Tumblr blog content ‘exceeded their expectations’, with 82% appreciating its relevance

• The overall campaign received 10 million impressions


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