Boots takes #SpecialBecause campaign to the streets for Christmas

Boots has taken #SpecialBecause to real customers in a social media boost for its Christmas campaign, surprising them festive experiences.

Boots' Christmas #SpecialBecause campaign
Boots' Christmas #SpecialBecause campaign

Boots has been asking customers to nominate people who are #SpecialBecause via social media, building on the theme of the retailers Christmas campaign of celebrating people that are special in their lives.

The brand has now taken the activity offline, visiting three of the people who tweeted in and surprising them with festive experiences. It’s also using social gifting to send presents to the people who sent the best tweets to the brand each day.

A series of 60 second films will be seeded across social media, depicting the festive experiences in the run up to Christmas.

One film features football coaches in Bolton, following a tweet from a parent of one of the girls in the team. The team were given a kit with messages on the front and the coaches a framed thanks from the team. In another video a school is surprised with a festive scene in their playground.

Client: Andy Ferguson, director of marketing at Boots UK

Agency: M&C Saatchi and The Red Consultancy

Read next

Power 100: The UK's top marketers

The top 10 marketing mishaps of 2014

Market Reports

Get unprecedented new-business intelligence with access to Campaign’s new Advertising Intelligence Market Reports.

Find out more

Enjoying Campaign’s content?

 Get unlimited access to Campaign’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content