Every week, the PMW team picks the top 5 ad campaigns that incorporate performance marketing techniques such as pay-for-performance advertising or data-led audience targeting, crediting the work behind it and reviewing the strategies involved.
In this week’s campaigns round-up, we look at how Boots is utilising addressable TV and voice activations for the retailer’s biggest summer marketing campaign yet.
Working with Sky, a key part of the seasonal push is a new data-led linear TV and addressable activation which matches Boots customers with the broadcaster’s Viewing Panel.
Below, Pete Markey, Chief Marketing Officer at Boots explains how the retailer is celebrating “the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments which make British summer”.
Read about Boots’ new campaign and more in PMW’s top five performance marketing-based campaigns this week:
- Boots: addressable TV and voice activations for summer push
- Virgin Active: driving loyalty via an app-based rewards program
- Laithwaites: England Cricket partnership utilising Sky AdVance TV data targeting
- Versuni: investing in retail media with a new Amazon agency partner
- Rockstar Energy: Spotify partnership to drive digital engagement and sales
Boots: Perfectly Imperfect Summer
Finding ‘the joy in every summer scenario’, the retailer’s campaign will feature new disruptive media formats including audio and data-led linear TV and addressable activation with Sky, launching with a 30 second spot during Love Island on Monday 5th June.
Working with: Advertising agency at The Pharm (the WPP partnership team dedicated to the Wallgreens Boots Alliance) and audio adtech firm SayItNow
The performance marketing strategy: The campaign incorporates new media innovation, with a range of new disruptive media formats in partnership with key media owners including actionable smart speaker audio advertising. Alongside this, there is also a new data-led linear TV and addressable activation with Sky, which matches Boots' customers with Sky’s Viewing Panel. Running for ten weeks, the campaign is also supported with TV, radio, cinema, digital OOH, print, social, digital, in-store and online.
The client’s verdict: Pete Markey, Chief Marketing Officer at Boots commented: “At Boots, we want to celebrate the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments which make British summer. With our extensive range of summer essentials, healthcare and beauty products, Boots is with you through any situation that this summer might throw at you.”
Virgin Active: Global App Integrated Rewards Program
Loyalty app places equal emphasis on rewards and working out, reflecting Virgin Active's commitment to playing a key role in the overall wellness space.