Bathstore knew times were tricky and approached Boutique for new thinking.

They boasted the largest retail footprint within the sector, but when the brand began to struggle against etailers, they looked to Boutique to help them remain on top. April 2019 campaign was the brief. With ever growing online competition and 160 stores across the country, our efforts had to drive footfall as well as online sales. They also needed results, now. The business environment had also shifted since 2018, meaning they had allocated 50% of the budget originally set in the year prior. We had to drive business performance as much as possible. We got thinking.

Despite 50% reduction in budget, we needed better than 50% of the performance. We split the budget across TV, VOD and radio to generate maximum frequency and volume. We devised national campaigns to boost the brand’s visibility across the country to drive online sales, as well as utilising DAX radio to ensure hyper-local support for the retail business. We booked one week prior to the on-air date to react to market demand and business dynamics, but also to monitor competitor spend and reposition where necessary.

The TV element over delivered by 4% on impacts due to our daily airtime management, as well as surpassing VOD click rate activity by over 10% versus industry average.


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