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No7 Protect and Perfect Intense Beauty Serum had been a huge sales success in the UK for two particular reasons:
First, it had been shown to work better than any other anti-wrinkle cream in independent tests done by the University of Manchester for the BBC Horizon programme.
Second, it was distributed through Boots’ 2500 UK stores.
The Challenge
We were asked to create and roll out a global campaign, starting with a test market in Finland.
There is no anti-ageing market in Finland. Finnish women are not interested in what British women think or use.
There are no Boots stores in Finland.
We used online and press to recruit 1,000 women to test the product (achieved on the first day).
Using online forums we encouraged the women to blog about the results and their experience.
96.4% of them did so. 79% of them said “It works”.
Using the forums again we asked volunteers to appear in an advertising campaign.
We shot 20 to use in print, TV, PR, POS & online.
Ad Recall
Helped the brand launch in over 20 markets
KKR sold their stake in Alliance Boots for a $2.4bn profit.
