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±±¾©Èü³µpk10: Change One Thing
Client: Boots
Agency: Poke

To inspire customers to keep their New Year resolutions, Boots asked them to focus on one thing in an online push.

Background: Retailer Boots wanted to create a New Year initiative that encouraged customers to keep their resolutions by inspiring them to change just one thing about themselves. The campaign was based on research revealing that while 90 per cent of people make New Year resolutions, 50 per cent fail to keep them beyond the first two weeks of January. Boots believed people failed because they set unrealistic expectations, and lacked the focus and motivational support required to achieve their goals. Poke worked alongside Boots' agencies, Mother and Naked Communications, to develop the online component of the 'Change One Thing' push.

Aims: The core message of the campaign was 'One small change, making a big difference'. It predominantly targeted 25 to 44-year-old women and encouraged them to focus on the one thing they most wanted to change about themselves. Boots also encouraged them to stick to their goal by highlighting the support and advice that staff could offer them in its high-street stores. The web site and an e-CRM programme also offered motivational tips and community support.

Execution: Boots took an integrated approach to the campaign using an illustration, commissioned by Mother, across the web site, email programmes and online advertising. Various ad formats were used, including banners, super-banners and expandables across a number of web sites, including iVillage and Handbag.com.

The web site was structured around six core programmes: 'stop smoking', 'de-stress', 'eat well', 'get fit', 'look great' and 'lose weight'. Each component was supported by content that included a Flash-based community space called 'Share One Thing' and a dedicated motivational email push.

The six eCRM programmes varied in length, depending on the subject matter; from four weeks for the 'look great' initiative to 12 weeks for 'stop smoking'. People were also invited to sign up for an email diary and SMS alerts as 'reminders to self'. These aimed to provide support and prompt consumers to change their behaviour. Members of the 'stop-smoking' programme, for example, could send themselves messages that read 'Don't go down the pub - you know you'll smoke if you do'. The campaign also used cookie technology to identify individual users and serve targeted content to them. This meant that once a customer had selected their 'one thing', they were shepherded into content relating to their programme each time they returned to the web site.

Results: The campaign achieved high recognition through the integrated approach. More than 30,000 people signed up to the email programme and more than 5,000 asked to receive SMS texts. The 'lose weight' component had the most active community on the 'Share One Thing' web site, where more than 2,500 individual thoughts were posted.

The promotion received very positive client feedback and the concept has been evolved into the 'Health Club' programme, which is currently being run in Boots' stores.