The WPP WBA crew (led by VMLY&R) received the ‘Customer perception’ class of The Drum Awards for (*7*) 2021 with its ‘Lockdown Lines’ marketing campaign for No 7 Global Brands. Here, the crew behind the profitable entry reveal the secrets and techniques of this profitable venture…The challengeOwned by Boots Retail, a part of the Walgreens Boots Alliance, the No7 Beauty Company is well-known all through the UK for its inexpensive however efficient ‘Pro-age’ line of serums. No7 wanted to make an enormous splash with its new marketing campaign for No7 Laboratories Line Correcting Booster Serum (LCBS), traditionally the road’s top-selling product. A key problem was that the product had been in the marketplace for 3 years and there was nothing new to spotlight within the marketing campaign.No7 wanted to spice up sales with the intention to have a worthwhile promotion. The model hoped that by engaging current prospects to broaden their baskets and by charming new prospects so as to add LCBS into their skincare regime, we might efficiently attain these objectives. In order to generate long-term progress, we needed to maintain these prospects coming again for extra.Our work was lower out for us: we had 4 weeks from transient to reside date to provide a brand new built-in marketing campaign, with excessive sales goals and a buyer profit that was not instantly obvious.The techniqueIn order to make the sort of cultural splash No7 Laboratories wanted, we put the shopper expertise on the heart of our considering. This concerned acknowledging a cultural fact our opponents have been attempting to disregard: 2020 aged us. Zoom and video conferencing apps turned mirrors that not solely modified the way in which we now talk, in addition they altered the way in which we see ourselves. We put weddings, graduations, birthdays, and anniversaries on maintain and have become extra conscious that point was passing us by.LCBS’s core viewers is girls aged 45+, lots of whom already steadiness careers and youngsters in regular circumstances. Now within the pandemic, that they had even much less time for self-care as they juggled being professionals, caretakers, lecturers, cooks, companions, therapists, and world builders for his or her youngsters suddenly. With new stresses and no escape, many felt overwhelmed.With the assistance of dermatologists and skincare consultants, we discovered that 6 out of 10 UK girls seen new wrinkles on their face in the course of the pandemic. These newly seen wonderful traces appeared to look in the course of the pandemic because of way of life modifications similar to homeschooling and smiling on Zoom calls all day lengthy.We coined these newly acknowledged indicators of getting old ‘lockdown traces’ and positioned our product because the distinctive resolution to this shared cultural expertise. While our opponents have been nonetheless speaking about magnificence as a return to a former state of youth, we noticed a strong alternative to rework the way in which we talked about skincare in a 12 months that made us so aware of how time had handed.The marketing campaignWe knew our product might produce smoother pores and skin in 12 weeks, however as we developed artistic, we requested ourselves: what if life may very well be smoother in 12 weeks? Embracing the British mantra of coping (“giggle so that you don’t cry”), we leaned into the cultural frustrations our opponents have been attempting to disregard. Leveraging a mixture of actual girls, British comedians, and different micro-influencers in our hero movie, we made our cash work tougher by having our influencers create ‘lockdown traces’ content material on their owned social media channels. We partnered with the Daily Mail to broaden our attain even additional, and the development bought picked up organically in different main information retailers like Telegraph, Refinery 29, and Glamour – all celebrating how No7 introduced client insights to life by means of the artistic work.This marketing campaign represented a basic shift in tone and focus for No7’s promoting. And our gamble paid off: all these actions helped us attain past our core beauty-involved viewers to a broader set of busy girls who seen ‘lockdown traces.’ And quickly sufficient, merchandise began flying off the digital cabinets.The resultsBy day 4 of the 4-week marketing campaign, we exceeded our authentic sales uplift objective.Overnight, No7 Laboratories Line Correcting Booster Serum turned the highest promoting product in income, revenue, and quantity on Boots.com. And 40% of these prospects have been completely new to Boots. LCBS continued as the highest promoting (income, revenue, and quantity) product for everything of the marketing campaign.But most enjoyable was the truth that No7 was altering the cultural dialog round skincare and self-care in the course of the pandemic.This venture was a winner at The Drum Awards for (*7*) 2021. Find out which competitions in The Drum Awards are at the moment open and don’t neglect to go to our new interactive calendar.
