The Brand

Boots - 17 Cosmetics

The Challenge

Position 17 Cosmetics as a fast fashion cosmetics brand that can turn around new products reflecting the very latest trends from the catwalk and the high street in a matter of weeks.

Engage with consumers on a far deeper level than provided by traditional press advertising.

Reinvigorate the brand's credibility in the F16-24 year old target market.

The Strategy

16 - 24 year olds are spending an ever increasing amount of time on social networks and MySpace offered the largest audience at the time of the campaign launch. We negotiated a partnership with MySpace that enabled us to produce a rich content profile with a unique UGC competition and a highly targeted media plan to drive awareness to our target group.

In order to give the media cut through we developed a unique competition prize which highlighted the fast fashion message inviting MySpace members to submit their look for the chance to co-create make-up ranges hand in hand with the Boots design team.

A strong content plan for the site was developed to ensure the brand tone of voice came through to ensure 17 Cosmetics became a relevant and welcomed member of the wider online community.

The Work

www.myspace.com/17cosmetics

We have created a bespoke myspace community for 17 where consumers submit their own original fashion looks for the chance to co-create make-up ranges hand in hand with the Boots design team. These new collections are not only named after the winners but also go on sale within Boots stores nationwide. As well as the usual message board, forum and downloads, the page also features a series of videos, blogs and editorial content from style icons such as make-up artists, fashion designers and musicians. This content offers key insights into the latest trends on both the catwalk and the high street, giving tips and advice on recreating the season’s key looks.

We have also negotiated and licensed a deal with Universal to feature up and coming artist Gabriella on the page, offering free downloads as well as bespoke blog and video content. Interactive banners across myspace support the campaign.

The Results

17 weeks in:

• 155,033 visits
• 94,534 unique users
• 14083 video plays
• 4300 friends
• 2249 original looks submitted - highest ratio of competition entrants to friends a myspace profile has ever had
• Average dwell time of over 3 minutes