Skip to main content
case study

Holland & Barrett – The Good Life

By February 14, 2018June 19th, 2018No Comments
[mk_page_section bg_image=”http://www.gnomi.com.cy/site/wp-content/uploads/2018/02/3.jpg” bg_color=”#52cea1″ blend_mode=”multiply” attachment=”fixed” bg_position=”center center” bg_repeat=”no-repeat” bg_stretch=”true” enable_3d=”true” bg_video=”yes” mp4=”http://www.gnomi.com.cy/site/wp-content/uploads/2018/02/5-1.mp4″ bg_gradient=”vertical” video_color_mask=”rgba(82,206,161,0.57)” gr_end=”#52cea1″ video_opacity=”1″ min_height=”92″ full_height=”true” padding_top=”0″ padding_bottom=”0″ lazyload=”true” top_shape_size=”small” bottom_shape_size=”small” bottom_shape_color=”#ffffff” sidebar=”sidebar-1″]
[vc_empty_space height=”200px”][mk_fancy_title strip_tags=”true” tag_name=”h1″ color=”#222222″ size=”120″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”20″ size_phone=”20″ font_weight=”900″ font_style=”normal” txt_transform=”uppercase” margin_bottom=”0″ font_family=”none”]

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″]
[/mk_page_section]
[mk_fancy_title strip_tags=”true” tag_name=”span” color=”#2222222″ size=”30″ font_weight=”900″ txt_transform=”uppercase” font_family=”none”]

The Challenge

[/mk_fancy_title]

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…

[mk_fancy_title strip_tags=”true” tag_name=”span” color=”#2222222″ size=”30″ font_weight=”900″ txt_transform=”uppercase” font_family=”none”]

The Idea

[/mk_fancy_title]

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.

[vc_empty_space][mk_fancy_title strip_tags=”true” tag_name=”span” color=”#2222222″ size=”30″ font_weight=”900″ txt_transform=”uppercase” font_family=”none”]

The Strategy

[/mk_fancy_title]
  • 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.
[vc_single_image image=”1323″ img_size=”full” alignment=”right”]
[mk_page_section bg_color=”#52cea1″ padding_top=”37″ has_top_shape_divider=”true” top_shape_color=”#52cea1″ sidebar=”sidebar-1″]
[mk_fancy_title strip_tags=”true” tag_name=”span” color=”#2222222″ size=”30″ font_weight=”900″ txt_transform=”uppercase” font_family=”none”]

Radio spots

[/mk_fancy_title]

Spirulina

Manuka Honey

Quinoa

[/mk_page_section][mk_page_section vertical_align=”center” bg_color=”#52cea1″ padding_top=”0″ padding_bottom=”44″ top_shape_color=”#52cea1″ sidebar=”sidebar-1″]
[mk_fancy_title strip_tags=”true” color=”#222222″ size=”50″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”20″ size_phone=”20″ font_weight=”900″ font_style=”normal” txt_transform=”uppercase” margin_bottom=”0″ font_family=”none” align=”center”]

SOME NUMBERS:

[/mk_fancy_title]

During the first 3 months of 2017, we achieved

[mk_milestone align=”center” stop=”1221288″ suffix=”impressions” font_family=”none”]
[/mk_page_section]

Leave a Reply