TikTok - Boots x Love Island

How do you make a beloved British brand relevant to a younger audience without alienating people? I asked myself the same question every night of this whirlwind project!

TikTok only works if you talk like your customer, and open your social guidelines to allow creativity without corporate compromise. A viral community management approach led to 6.5k TikTok followers in 3 weeks. Content led to 425% growth in video views and more placement on the For You Page than ever before.

For Boots' first ever Love Island partnership, I wrote the best performing organic tweet for @BootsUK and ran the day-to-day tweeting rhythm, finding opportunities to relate our ever-growing live content bank of GIFs to the daily lives of Boots customers. Working with 4 other social experts, we achieved recurring #1 / #2 share of voice on social media, double-digit sales uplift across key brands and new, culturally relevant content