Boots Media Group: How alignment across influencers, brands, and retailers powers campaign performance

As retail media continues to evolve, influencer strategies have become a powerful tool for creating ownable, disruptive campaigns for brands and retailers. At Boots Media Group (BMG), our strong influencer and retail media strategy helps brands cut through the noise and achieve standout results.

Why using influencers in retail media campaigns matters

Influencers are no longer just a ‘nice to have’ in retail media – they’re a powerful tool for building long-term customer loyalty for brands. With engaged audiences, established reach and credibility, influencers allow brands to create impactful moments that drive connection and action. Partnering with influencers whose audiences align with both the brand and Boots shoppers leads to greater engagement and stronger results, as demonstrated in the recent GHD launch with Tasha Ghouri as the campaign’s face.

Key considerations for adopting influencer activations in retail media

Creating impactful influencer campaigns in retail media requires the right strategy and influencer selection. Adopting a retailer-first mindset is crucial as what works for a brand-led campaign may not always succeed in retail media, where the focus is on reaching a shared audience: customers who shop the brand within the retailer. Ensuring brand and retailer values align with audience segments is essential for achieving strong performance.

When activating campaigns, authenticity and long-term relevance are far more valuable than short-lived trends. While tapping into viral culture can be effective if it aligns with the brand, jumping on trends without considering brand values can undermine performance.

Selecting the right influencer is just as important. A large following doesn’t guarantee success – mass awareness is ineffective if the creator doesn’t align with the campaign or content. Real impact comes from genuine connections and shared values. Additionally, influencers serve different purposes; some create beautiful content, while others drive sales. Brands need to be clear about their campaign goals to ensure influencer selection and creative briefs align perfectly.

BMG’s unique position in influencer marketing

At BMG, our integration with the Boots influencer team enables us to identify creators who genuinely connect with Boots’ customers and maintain engaged followings. This allows us to recommend influencers whose values align with both the brand and the retailer, ensuring brands can authentically reach their target audience and drive traffic to Boots.com.

However, what truly sets our approach apart is how we connect these assets to the broader campaign. By developing bespoke campaign assets exclusive to Boots’ brand campaigns and adaptable across multiple channels, we ensure influencer activations are recognisable and distinctive to Boots and deliver strong, multi-channel performance.

The future of influencer marketing in retail media 

As demand for authentic connections grows, bespoke, influencer-led campaigns will become even more essential. Brands will increasingly rely on user-generated content alongside traditional influencers, while social strategies will need to focus on creating retailer-specific moments.