Geometry, MediaCom and Ogilvy: Boots' Bootiques

Boots Bootiques

Geometry, MediaCom and Ogilvy: Boots' Bootiques

The most targeted, curated and contextual Christmas campaign from any UK retailer

Boots' Bootiques not only transformed perceptions of gifting, it also broke the mould of Christmas advertising. Instead of an emotive TV spot, a team from across Geometry, MediaCom and Ogilvy created a multichannel experience that the whole nation could interact with and enjoy.

Knowing what to buy for your loved ones is a perennial Christmas problem. But with over 2,500 stores across the UK, Boots has extensive knowledge about what British consumers love. The agencies were able to leverage the data to curate bespoke ranges, answering every gifting problem, no matter how niche.

The ambition was to speak to as many consumer tribes as possible, which is why the team decided to turn every single asset created into its own shoppable Bootique, so whatever tribe you were shopping for, there was a Bootique for you.

The collaborative campaign – brought to life by a cross-disciplinary squad including inter-disciplinary leads across creative, PR, content, social, advertising, loyalty, media, as well as other WPP partners – also included the launch of physical Bootiques stores across the UK.

It even enabled people to build their own shoppable Bootique gift list to send to friends and family – with endless variations – delivering true personalisation at scale.

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