As part of its mission to build the nation’s confidence and help us all feel good, Boots is celebrating the role models of the England, Scotland, Wales, Northern Ireland and Ireland women’s football teams as the 2019 World Cup kicks off to boost confidence and to inspire more girls and women to enjoy the beautiful game.
We believe football has the power to boost girls’ confidence. That’s why we’re a proud partner of the 5 Women’s national teams across Great Britain, Northern Ireland & The Republic of Ireland. #GOALPOWER pic.twitter.com/tSblirxcKv
— Boots (@BootsUK) May 22, 2019
As the team head to France, Boots launched a multi-channel activation, developed in harness with a WPP team including MediaCom Sport & Entertainment and Ogilvy,
Following on from the campaign unveiling its official sponsor announcement (see case study), Boots launched the tournament phase of its activation I late May with work based around the pre World Cup final friendly warm ups,
There’s a BIG summer ahead and @Lionesses are roaring to go. Get ready for some serious #GoalPower as England play Denmark. pic.twitter.com/oluNgMdkfi
— Boots (@BootsUK) May 25, 2019
Great #GoalPower from @ScotlandNT.
Now bring on the summer! pic.twitter.com/YThXShHBKh— Boots (@BootsUK) May 28, 2019
and then ran a digital out of home campaign fronted by an impressive team of soccer stars – such as England’s Steph Houghton, Nikkita Parris, Alex Greenwood and Karen Carney and Scotland’s Claire Emslie, Lisa Evans and Erin Cuthbert – which included Heathrow and Edinburgh airport takeovers to send the squads off in style as they departed for France.
The time has arrived for the @Lionesses to head to France for an unforgettable summer of football. A huge good luck to @stephhoughton2 and her team at the start of their journey. We are a proud partner of the @Lionesses. #Lionesses #GoalPower pic.twitter.com/8AGcRw7ISJ
— Boots (@BootsUK) June 4, 2019
As well as player- and team-specific,
Meet the defenders keeping @Lionesses safe at the back. pic.twitter.com/w3vWRqjI4Q
— Boots (@BootsUK) May 23, 2019
Lana Clelland @LanaClelland Forward. Plays in Italy, heart lies in Scotland. pic.twitter.com/xqLDbuh8hS
— Boots (@BootsUK) May 30, 2019
and game-related content,
No #GoalPower yet from @Lionesses. All to play for in the second half! pic.twitter.com/JnT5Xwxp9a
— Boots (@BootsUK) June 1, 2019
and Welsh team related content
The hour hath cometh. It’s time for #GoalPower from @Cymru as they face @NZ_Football! pic.twitter.com/cvEoyiQUXu
— Boots (@BootsUK) June 4, 2019
an additional key UK social media strand of the campaign saw Boots use its own channels to encourage fans to share their goal celebrations – using the hasthtag #goalpower – in order to be in with a chance of winning £100 worth of Boots Advantage Card points.
.@lionesses and @scotlandnt are ready to show their #GOALPOWER this summer. But what about you? Film yourself celebrating like you’ve scored and use #GOALPOWER for a chance to win 10,000 Advantage Card points! T&Cs apply: https://t.co/zVkq34RiV4 pic.twitter.com/QY8RL9qIDw
— Boots (@BootsUK) June 5, 2019
England and Scotland are ready to show their #GOALPOWER. Every time @Lionesses and @ScotlandNT score, show support by celebrating like YOU’VE scored, then post using #GOALPOWER for a chance to win £100 worth of Advantage Card points. T&Cs apply: https://t.co/zVkq358TMC pic.twitter.com/aTjlayW5jN
— Boots (@BootsUK) June 9, 2019
A further social strand sees Sky Sport’s Twitter page run 6-second branded pre-rolls to highlight the partnership proceeding England and Scotland related content.
The campaign is further supported via content across Boots channels, including in-store (including a football survival kit), on Boots.com and in Health & Beauty magazine.
“For 170 years Boots has championed the right for women to feel good and because of that we are huge supporters of women’s football, and the incredible impact it can have on improving health and confidence,” commented Boots UK marketing director Helen Normoyle.
“We’re excited for what is hopefully a celebratory summer for women’s football across England and Scotland, and that by highlighting the inspirational players on these teams we can encourage more women and girls to get involved in the beautiful game”.
Comment:
Boots UK’s partnership with the five national women’s football teams is just one of ways Boots is helping the nation to feel good.
Love making plans or secretly happy when they are cancelled? #LetsFeelGood https://t.co/6M9ZG1D81v
— Boots (@BootsUK) June 10, 2019
The strategy sees Boots set out to help increase girl’s participation in football after research showed that 43% claimed there aren’t enough visible role models.
The approach to this objective is based on the idea that staying fit is a key part of feeling good and with 80% of female footballers saying they feel more confident as a result of playing for their team.
The women’s football work is part of a wider Boots UK summer marketing push which celebrates confidence through the summer season – when insecurities go into overdrive.
This theme also sits at the core of the brand’s mainstream marketing and above-the-line advertising.
The strategy also sees Boots UK sponsor of the Women of The Year Awards which celebrates trailblazing women, as well as act as the exclusive high street partner to BBC Children in Need’s A Million & Me initiative (which sees Boots colleagues helping parents and carers to have positive proactive conversations with children about mental wellbeing).
Links:
Boots
https://www.facebook.com/BootsUK/
https://www.youtube.com/user/Boots
https://www.instagram.com/bootsuk/
https://www.pinterest.com/bootsofficial/
The FA
https://www.youtube.com/user/fatv
https://www.facebook.com/EnglandTeam
https://www.instagram.com/england
MediaCom Sport & Entertainment
http://sportandente?rtainment.mediacom.com/
Ogilvy/WPP
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