Aim

Identify opportunities where Boots can execute their vision of instilling confidence in mums to provide their child with the best start in life.

Strategy

Conduct and document consumer insights with both online communities and community groups to inform ideas where Boots can offer inner­-city mums outlets to achieve their vision.

Result

Created a network of Boots brand ambassador mums nationwide.
Strategically aligned Boots with a younger demographic.
Fed research into product plans and strategic marketing objectives.