In this week’s egtabite, we explore a creative campaign delivered by Ireland’s RTÉ in a unique content partnership with media agency Mediacom and renowned retailer Boots. The partnership aimed to create an integrated content collaboration that would make Boots a premier destination for beauty brands, by building on the platform of the TV beauty show Glow Up Ireland.
In response to the continued erosion of its premium beauty share, Boots Ireland was at risk of being more known for potions and plasters. To increase penetration, Boots needed to persuade a new generation of “beauty believers” they were a credible destination for all their beauty needs. In a category reliant on traditional media, a linear TV-only approach was not going to do the job. In line with Boots’ always-on “digi-till” content strategy, RTÉ delivered a unique partnership with bespoke native and digital activation built on the platform of the TV beauty show, Glow Up Ireland.
Sponsorship and in-show product placement
Glow Up Ireland is a competitive entertainment series where ten of Ireland’s best amateur make-up artists are challenged in a range of assignments where they show off their technical know-how, skill, artistry, and imagination. They are each tasked with creating amazing make-up transformations – all taking place in a dedicated studio space – Glow Up HQ. One of the ten is crowned Ireland’s Next Make-Up Star and wins a fantastic opportunity to further their professional career.
In response to the brief from Mediacom, RTÉ was tasked with designing a content partnership that would help build consideration amongst a key Boots segment known as ‘Beauty Believers’. The foundation of the partnership solution was the sponsorship of the first-ever series of Glow Up Ireland. This included sponsor stings and in-show product placements. The sponsorship (and products featured) was also supported with wider Boots campaign amplification across digital out-of-home (DOOH), social, homepage takeovers (HPTO), search and programmatic.
Native executions working hard
To bring the partnership to life in a very tangible ‚show-and-tell‘ way, RTÉ devised an exclusive native video series, offering practical advice on ‘getting the look’ that was featured in each episode of Glow-Up Ireland delivered by make-up artist Aideen Kate. Aideen has 159,000 followers on Instagram, so she brought a unique inheritance to the content. Each native piece mirrored the linear broadcast, with a corresponding native episode being published the morning after the linear broadcast.
In total, there were eight native executions, with eight bespoke video episodes embedded in each. To make the native work even harder, RTE introduced a ‘click-and-buy’ element whereby all the products used in the native content and video could be purchased instantly via the Boots Ireland ‘Glow-Up’ e-commerce hub. All video assets created by RTÉ were also re-formatted and supplied to Boots for social media.
Great campaigns drive results
The partnership delivered a Boots Beauty makeover through inspirational content and an optimised digital journey that drove sales AND built Boots beauty credentials:
Glow Up fuelled dramatic increases in revenue, +40% vs 2020 and delivered a +30% increase in volume YOY
90% of exposed viewers saw the partnership as a ‘perfect fit’
Search was integral to harvesting the demand created for the latest products – premium beauty ROAS during Glow Up increased 54% vs 2020 and a whopping 147% vs 2019
The Native Content had over 82,000 views and over 14 million co-branded display impressions were delivered
Unique creative collaboration – RTÉ creating and hosting the ‚twin‘ native series to complement TV shows and drive e-commerce
Crucially Irish shoppers are looking at Boots differently with more agreeing that Boots is a destination for brands they want to buy (73%)
You can read more about this campaign and tens of others in egta’s latest Creative Cases publications available here.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE 428: BOOSTING BOOTS’ SALES WITH THE BEAUTY OF GREAT CONTENT
