CASE STUDY:[/mk_fancy_title][mk_fancy_title strip_tags=”true” tag_name=”h1″ color=”#222222″ size=”38″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”20″ size_phone=”20″ line_height=”50″ font_weight=”900″ font_style=”normal” txt_transform=”uppercase” font_family=”none”]
HOLLAND & BARRETT – THE GOOD LIFE[/mk_fancy_title][mk_padding_divider size=”205″]
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…
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.
- 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.