How Boots Achieved OOH Effectiveness with Its ‘Biggest-Ever’ Beauty Campaign

Boots, the renowned beauty retailer, has set a benchmark for out-of-home (OOH) advertising with its “biggest-ever beauty campaign”, earning a spot in the top 5% of all OOH ads for women. Exclusive research reveals how this campaign not only stood out but also enhanced brand recall and effectively communicated its message.

A Campaign That Turned Heads in Central London

The campaign captivated audiences across Central London, showcasing creativity and innovation. Key highlights included:

• 3D Billboard at London Waterloo: Featuring an array of beauty products with the playful tagline, “We’re gonna need a bigger billboard”.
• Oxford Circus Underground Platform Takeover: Dominating a high-footfall location to maximize visibility.
• Interactive Experience at Westfields White City: A physical perfume bottle spraying fragrance brought the campaign to life, engaging multiple senses.

Top Rankings in UK OOH Advertising

Boots’ 3D beauty campaign achieved outstanding results in Kantar’s database, ranking in:

• The top 5% of OOH ads targeting females.
• The top 31% of all ads that compel viewers to “stop and look”.

The campaign’s effectiveness was measured through The Works, a study that gathers insights from 750 consumers, tracking their reactions, facial expressions, and eye movements.

The Secret to OOH Success: Grabbing Attention in Seconds

Given the short dwell time of two to three seconds for OOH ads, creativity is key. According to Lynne Deason, head of creative excellence at Kantar:

“The creative needs to grab attention and land the intended impression without active thought. That is exactly what this ad does.”

Boots took the 3D concept—a growing trend in OOH advertising—and refreshed it to hero its beauty products. Despite minimal wording, the campaign’s message that Boots offers a wide range of beauty products landed in the top 10% of UK OOH ads.

Clear Branding: A Winning Formula

One of the campaign’s standout features was its strong branding, which resonated with consumers:

• Landed in the top 4% of UK OOH ads for branding.
• Triggered a natural association with Boots, even amidst many product images.

Deason highlights that consumers value clarity in ads:

“They don’t like being left confused about which brand an ad is for, especially when it sparks their interest.”

Engagement and Affinity Among Women

Once the ad captured attention, it kept viewers—particularly women—engaged:

• Ranked in the top 4% for affinity.
• Positioned in the top 20% for feeling unique compared to other ads.

This strong emotional connection predisposed consumers to choose Boots for their beauty needs, fostering both relevance and trust.

Driving Business Growth Through Innovation

In 2024, Boots introduced 55 new beauty brands, contributing to a 6.9% sales uplift for the fiscal year ending 31 August. The fourth quarter alone saw retail sales grow by 6.2% year-on-year.

Managing Director Seb James affirmed the company’s commitment to continued success:

“We are laser-focused on preparations for the peak trading period.”

Conclusion: A Masterclass in OOH Advertising

Boots’ biggest-ever beauty campaign exemplifies the power of creativity, clear branding, and audience engagement in OOH advertising. By combining innovative formats like 3D billboards and sensory experiences, Boots not only stood out but also strengthened its position as a go-to beauty retailer, setting a high standard for future campaigns.

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