HOLLAND & BARRETT
THE GOOD LIFE
THE CHALLENGE
Research showed that Holland & Barrett had low awareness and a confusing image. However, it also showed great potential: those few people that knew about it – and visited it – were both, satisfied and repeat customers.
So the challenge was to increase the brand’s awareness and position it correctly as “The Good Life Expert”. Being a small chain, though, its budget was very limited, while at the same time facing a lot of competition from alternative “good life” providers, such as pharmacies and supermarkets’ healthy food isles…
THE IDEA
Engage people with the brand’s “good life” philosophy, inspiring and empowering people to live happy and healthy lives, while at the same time proving that – unlike alternatives – Holland & Barrett is, indeed, the good life expert.
THE STRATEGY
- Utilize radio and an array of social/digital touchpoints to:
- Educate about the good life through food products and supplements – thus strengthening demand.
- Infuse the brand with expertise, enhancing its positioning of the good life expert.
- Complement the strategy with strategic promotions to drive store traffic.
SOME NUMBERS
During the first 3 months of 2017, we achieved
1.221.288 IMPRESSIONS
16.750 POST ENGAGEMENTS
Very healthy growth in likes and engagement
TOTAL FANS INCREASED BY 8.4%
TOTAL ENGAGEMENTS INCREASED BY 79.9%
RADIO SPOTS
Spiroulina
Manuka Honey
Quinoa
