Boots – Ensuring Students Choose Boots for Their Essentials

The Challenge:

Boots wanted to ensure that 500,000 students moving to new cities for university would choose their stores for essential personal care products—from shampoo to vitamin supplements. With a highly competitive retail market, the challenge was to engage students early and establish Boots as their go-to destination for both everyday and beauty essentials.

The Solution:

Boots rolled out a strategic campaign that reached students through 50,000 flyers and 25,000 product samples, including lipsticks and face creams. The distribution was carefully timed to coincide with their arrival at their university accommodation, ensuring that new students were aware of Boots’ offerings when stocking up on personal care essentials in their new home.

The Results:

• Survey Insights: The campaign gathered 2,880 survey responses, providing valuable insights into student shopping behaviors and preferences.
• Awareness Opportunity: The data revealed that 30.6% of students were unaware of the Boots Advantage Card, presenting an opportunity to drive awareness of the loyalty program and enhance future engagement as well as sales. 
• Increased Purchase Intent: An impressive 81.8% of students who received a sample indicated that they were likely to shop at Boots moving forward, reflecting a strong shift in brand loyalty.
• User-Generated Content (UGC): Hundreds of pieces of UGC were captured, with students sharing their experiences using Boots products, increasing brand visibility and trust.

Client Testimonial:

“Working with DigIn was made so easy by the great communication and fast turnarounds from the team. They reach the right audience at the right time, and it’s a great partnership to have.” – Boots Marketing Team (Nov 2024)

Conclusion:

Boots successfully leveraged a targeted sampling strategy to engage with students at a critical time in their university journey. By offering relevant products and clear communication, the campaign not only raised brand awareness but also drove high purchase intent and generated valuable customer insights. The partnership with DigIn helped Boots connect with the right audience and establish long-term relationships with the next generation of customers.

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