Marketing Campaigns
Liz Earle Christmas 2024
Liz Earle is a premium skincare brand renowned for its luxurious, botanical skincare. Within months of joining Boots' in-house agency, I took the lead on the brand's 2024 Christmas marketing campaign – the most significant event of the year, driving 25% of annual revenue.
The Brief
The main goals of this campaign were to position the brand as "an essential element of luxury and escapism this festive season" and to reclaim Liz Earle's position as the number two premium skincare gifting brand.
Conceptual Strategy Decks
To better understand the target market, I conducted thorough market research, focusing on four key pillars: consumer, category, competitors and company.
By leveraging third-party research platforms, I gained valuable insights into predicted trends for 2024, as well as consumer behaviours and external factors that could potentially impact the campaign, such as the cost of living crisis.
This research shaped the development of three creative routes, which the design team and I closely collaborated on. I then successfully presented these concepts to the client, effectively communicating our creative visions and approaches.
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Final Creative Concept
Incorporating feedback from the client, we streamlined our three creative routes into one and developed a standout Christmas campaign theme: "The Key to a New Level of Luxury."
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Marketing Ecosystem
I led the development of the creative marketing ecosystem to ensure cohesive and impactful messaging across all assets, from social media to sizzle reels.
This ecosystem was strategically aligned with the three stages of the marketing funnel – awareness, consideration, and conversion – ensuring that the copy was both effective and on-brand at each stage.
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Campaign Key Visual
Embodying the overall campaign messaging, I crafted the headline and subline for the key visual (KV) to succinctly capture the luxurious, sensorial experience. This KV was prominently displayed in Boots and John Lewis stores nationwide, as well as on retailer websites and Liz Earle's social media channels.
Campaign Master Video
Featured across Facebook, Instagram, TikTok, YouTube, boots.com and lizearle.com, I developed a 60-second master script to showcase the gifting range which has garnered thousands of views.
Campaign Fragrance Reveal
I crafted the script for the return of a much-loved special edition fragrance. The challenge was to capture its exclusivity and allure in a way that would captivate our audience and generate excitement for the reveal.
Social Media Assets
I tailored the messaging for each social media platform, effectively engaging hundreds of thousands of prospective consumers and enhancing brand visibility.
The Results
While this is an ongoing campaign currently in stores, we are on track to sell 1 million units for the first time ever. Additionally, the client has specifically requested that I work on the 2026 Christmas campaign, which is currently underway.
This demonstrates how I successfully drove significant impact across the Christmas period, resulting in positive consumer engagement and conversion.
Boots Loyalty Card
For two years, Boots loyalty card sign-ups had been on the decline. To address this, I led a high-impact campaign aimed at promoting the Boots Advantage Card loyalty program during the brand's busiest time of year – summer.
The Brief
My goal was to create a distinctive campaign look and feel that would drive core KPIs, including increased sign-ups, linked sales and app downloads.
I began by creating a variety of overarching campaign messaging options, using compelling, summer-themed language that evoked a sense of urgency. The client particularly loved the concept of "Splash into Advantage Card Savings".
From there, I developed targeted, persuasive copy across multiple channels – including emails, social media, webpages and in-store digital displays – to showcase the unique perks of the loyalty card.
The Result
This strategic approach resulted in record-breaking sign-ups, making it our most successful summer campaign to date and significantly surpassing previous engagement benchmarks.
Soap & Glory Christmas
Soap & Glory are a globally renowned brand, best known for its tongue-in-cheek, witty tone of voice.
The Brief
I was responsible for developing the 15-second master video storyboard that captures the brand's fun, vibrant energy and the big idea of "Zero to Broadway Glam."
This concept aimed to showcase how a Soap & Glory gift transforms everyday beauty routines into something glamorous and show-stopping.
The storyboard will guide the production of the video, which will be featured across all social media platforms, including Instagram, TikTok and YouTube.
My Approach
I developed three creative routes and accompanying copy to present to the client. Each concept was crafted to reflect Soap & Glory's playful, energetic brand personality while offering fresh and engaging ways to connect with the audience.
Option 1
To optimise the tight budget, I proposed reusing the backdrop from last year's campaign. This solution allowed us to maintain visual continuity while keeping costs down without sacrificing quality or creativity.
Option 2
For this route, I wanted to truly capture the brand's fun and quirky tone. I used playful, rhyming copy to evoke the spirit of Soap & Glory, with lines like "Gift some glorious glitz & glam, and take their day from drab to fab."
Option 3
I took a bold, experimental approach with this concept. I envisioned the hero in a boardroom, presenting a project when a comical hand suddenly emerges from the screen to deliver a gift. The clicker she's holding then magically transforms into a vibrant Broadway stage, adding a whimsical and surprising element to the narrative.
The Result
The client was excited about all three routes and chose to move forward with Option 2, which best captured the brand's fun and playful tone. Option 3 was well-received as well and was planned for production in the following year, offering an innovative direction for future campaigns.
Superskin Range Launch
The Brief
For the launch of Liz Earle's new premium skincare range, the goal was to create materials that effectively communicated both the efficacy and luxury, aligning with the brand's premium positioning.
The Approach
I designed two double-sided postcards to be displayed in John Lewis stores. Each postcard blended clinically-proven claims with compelling language, presenting a well-balanced and persuasive message.
Video Script
To promote the range across YouTube, social media, and the direct-to-consumer website, I created a 15-second video introducing the range, incorporating strong cosmetic claims like "For results you can see in 14 days."
The Results
This campaign contributed to the brand's highest level of sales, successfully showcasing Superskin's premium qualities and sparking consumer interest in-store and online.