The Business Issue
Recognising the value of user-generated content to build and retain brand advocacy, Boots needed a way to bring together and publish interactions as part of their 2014 Christmas campaign.
Mirroring content online and in-store was important in order to create a consistent brand story. Boots wanted to encourage customers to share things important to them as individuals, no matter how big or small the gesture, thus helping to reinforce the brand slogan: ‘Let’s Feel Good’.
StoryStream’s LiveScreen enabled content to be broadcast in six of Boots’ flagship stores across the country. Coupled with an integration to the Boots website, customers were encouraged to celebrate the special people in their lives, not just by giving the perfect gift from Boots, but by sharing the reasons they matter for the nation to see.
With such strong competition for an engaging campaign around Christmas time, it’s easy for a brand’s message to be lost amongst the noise. Therefore, the user generated contributions StoryStream was able to capture were integral to the success of the wider campaign.
By incentivising contributions with free gifts, and a chance to have stories featured in-store, Boots saw over 4,000 contributions, culminating in a social reach of 4,000,000 from Facebook and Twitter alone.
The StoryStream solution enabled Boots to capture and amplify the huge Christmas campaign to a national audience, significantly boosting the volume of entries and making it an all round success.
This, in turn, set the bar for all future campaigns, as Boots now continue to use StoryStream on an ongoing basis.