The Boots Feel Good Forum

Practical advice for a nation of busy mums

Boots provides health and beauty advice to millions of people in stores each week.

Our task was to take the Boots experience into other channels, making a difference to mums by providing an ongoing conversation, entertainment and advice.

We created the Boots Feel Good Forum to speak to mums whenever they wanted to talk. A partnership with Mumsnet and a weekly national radio show enabled mums to discuss the issues they care about – family health, top to toe beauty, and feeling good at any age.

The daily flow of digital content across Boots’ social platforms and Mumsnet forums dovetailed with the national radio show, hosted by Kate Thornton, on the Real Radio and Smooth Radio networks. We also provided bite-sized content from the show as short pieces of audio and a podcast on iTunes.

The Boots Feel Good Forum made a difference to many women and helped Boots to develop its relationship with its most important audience.