How Boots is making this Christmas its 'most personalised and dynamic ever'

Boots has unveiled its 2022 Christmas campaign, starring BAFTA-nominated actress Lydia West in a festive film that encapsulates the joy of finding the right gift for the right person.

A 33% increase in first-party data usage allows Boots to target new and existing audiences with paid communications, making this the retailer's "most personalised and dynamic Christmas ever".

The campaign launches with a 60-second TV edit during Gogglebox on Channel 4 this evening, then across online, social media, TV, video on demand and cinema. The end-to-end campaign will also feature activations across radio, DOOH, print, PR, CRM, loyalty, as well as across all Boots stores throughout the UK.

In addition, Boots will be the first brand in the UK to use TikTok's story selection format. This allows users to select which form of the Joy for All advert they see based on who they're shopping for.

The health and beauty retailer has also worked with Meta to produce a bespoke AR filter to help people find the perfect gift for loved ones in a "fun and engaging" way.

With this all, Boots expects its campaign to reach 99% of adults at least 17 times in the run up to Christmas.

The campaign film

The 'Joy For All' film tells the story of Holly, who discovers a pair of magical glasses that allow her to see the joy hidden inside the people around her. She sees her colleague who enjoys bubble baths, her cousin who loves getting glam and her Dad who finds joy in his pet dog.

When Christmas morning comes, Holly sees her loved ones open the presents that spark joy inside of them. At the end of the film, the owner of the missing magic spectacles is finally revealed.

The message behind the campaign

In addition to spreading some Christmas cheer, the campaign hopes to bring to life the magic of getting the perfect present and shows how Boots can help people find joy with its most affordable Christmas ever.

Last month, Boots announced that Christmas 2022 is its most affordable ever, introducing a series of initiatives to help consumers amid the cost-of-living crisis.

Over 50% of Boots' Christmas 2022 range is priced at £10 or under, with 70% priced at £15 or under. The retailer has also introduced a series of deals, including its Star Gift programme, 3for2 gifting and its "biggest ever" price advantage offering.

Pete Markey, Chief Marketing Officer at Boots UK, said: “Our customers have told us that they want Christmas to be about joyful time with loved ones and are also looking for brilliant value as the cost-of-living crisis is top of mind for them. We have developed the Joy for All campaign showing that no matter the size or price of the gift, Boots can help everyone find joy with its most affordable Christmas gifting range ever.”