Boots believes its sub-brands are so strong that it markets them separately.
Because of this, the retailer convincingly tailors campaigns for individual brands to specific demographics. As a result, 17’s new commissioned song and interactive music video is a long way from Here Come the Girls.
The initiative is the fifth part of its current 17 Make-Up Songs campaign, for which songs are commissioned from music artists to promote new product launches.
The new collaboration between 17 and London-based MC and singer Mercedes perfectly demonstrates how a well-chosen song subject engages today’s savvy consumer, especially teenagers and young adults, far better than a blatant plug for a brand.
Promoting 17’s new Blow Out volumising mascara, the song, Tonight We’re Going Out, has an interactive video displayed on a Tumblr-style webpage. The track plays as the viewer scrolls down the page containing a number of synced-to-the-beat video loops of the singer and several girls getting ready to go out.
The cosmetic brand’s target consumer is an age range that embraces digital media, so focusing marketing online makes sense, though if the intended audience just downloads the track without viewing the video the promotional element of the song could be lost.
However, Boots takes a worthwhile risk as tailored and original sponsored content such as this is a good way to reach Generation Y.
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