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Create With 17

17 Cosmetics

Issue 5 | July 2008

Agency

Hubbub Communications

Creative Team

Gavin Fox;Jason Fox;Simon Pike;James Woods;Dom Moira;Kieron Roe;Giles Montgomery

Production Team

Maebh Kelly

Other Credits

Mo Prendergast;Anna Watkins;Sarah Desmond;Byron Fernandes

Date

September 2007 - ongoing

Background

Hubbub Communications were tasked with developing a creatively engaging Boots 17 profile with strong appeal to MySpace users, reinforcing 17's positioning as a 'fast fashion' brand, engaging the target audience in a new and exciting way, and producing a promotional campaign to drive MySpace friends in store to purchase.

Idea

Their solution was to produce a MySpace community for 17 where consumers can submit their own original fashion looks for the chance to create new make-up ranges hand in hand with the Boots design team. The best four looks each month are selected by Boots 17's style experts, and then put to a MySpace vote. The person with the most votes gets the chance to design and name a product in the next Boots 17 range in collaboration with the 17 design team. These new collections will not only be named after the winners but will also go on sale within Boots stores nationwide.

As well as the usual messageboard, forum and downloads, the page also features a series of videos, blogs and editorial content from make-up artists and style icons identifying the latest trends on both the catwalk and the high street. A product area enables consumers to browse the Boots 17 range and link directly to the boots.com store. Users are driven to the page via an interactive banner campaign across MySpace. A discount voucher is sent to all new friends in order to encourage MySpace users to join the community and to drive sales in store. See the page here: www.myspace.com/17cosmetics

Results

Within seven days of launching the MySpace campaign, the 17 profile page registered 6,315 page views, 972 friends and 202 competition entries - one of the most successful brand entries to MySpace in the UK to date.

Target Audience

14 to 18-year-old girls

Size

The myspace community of over 10 million in the UK

Our Thoughts

Social networking sites are shoehorned into many campaigns nowadays, so it’s nice to see the Boots work using the medium in an interesting way. Rather than simply creating a page for people to befriend, the team constructed a mini-community within MySpace, allowing users submit and vote on different ‘looks’. Appealing to their demographic on their own terms, the success is in the interaction.

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