We’re thrilled to celebrate Boots’ and EssenceMediacom’s win for Best Contextual Advertising Campaign at the Newsworks Awards 2024 – a testament to the power of precision, innovation, and collaboration. At Reach, we’re proud to have played a pivotal role in designing and delivering the contextual strategy that drove this campaign to success.

Meeting the Challenge
To support Boots’ goal of boosting market share for its hay fever and suncare ranges, we worked together with EssenceMediacom, to craft a highly adaptable campaign. Leveraging Reach’s extensive network of national and local news brands, the strategy focused on delivering ads that aligned seamlessly with real-time consumer needs, triggered to battle the unpredictable British weather.

Using our cutting-edge AI tool, Mantis, we scanned editorial content to identify the most relevant placements for Boots’ ads across both digital and print channels. This approach ensured contextual accuracy while maximizing consumer engagement. Tailored creative headlines and context-driven messaging further enhanced the campaign’s impact, tapping into seasonal cultural moments and delivering a personalised experience for audiences.

Delivering Results
The outcomes speak for themselves. Boots achieved a double-digit revenue increase in its hay fever category and grew its sun care market share, despite a market-wide decline of 10.5% year-on-year. With an outstanding 54% ad recall, well above industry benchmarks, and 38% of readers visiting a Boots store, the campaign demonstrated the undeniable value of contextual advertising with Reach newsbrands.

Abi Smith, Agency Business Manager at Reach said:
“Our close collaboration with the brilliant editorial teams at The Mirror, Express, and Daily Star, combined with the partnership between Boots and EssenceMediacom, was integral to creating this award-winning campaign. By working together, we were able to deliver innovative, contextually driven solutions that truly resonated with audiences.”

This award-winning campaign showcases how contextual relevance, paired with innovative tools and trusted news brands, can deliver outstanding results. Congratulations to Boots and EssenceMediacom on this well-deserved recognition! Together, we’ve set a new standard for effective, audience-first advertising.