Case Study: Superdrug

Introduction:

The beauty industry is exploding, with the introduction of newer celebrity-backed brands, innovative D2C brands, and of course, those that have jumped on TikTok early to capture a young audience. Combine that with the Covid-19 pandemic and high street retailers like Superdrug are struggling to maintain footfall.

The Challenge:

Superdrug needed to recapture Gen Z and millennial attention on social. They came to Goat to help them activate a long term campaign!

The Solution:

We created the “Superdrug Collective”, a 12-month long campaign across Instagram (Posts, Stories, Reels), YouTube and TikTok, with supporting paid media. TikTok was essential in this structure to show the audience Superdrug understood how best to speak to them.

To decide which products influencers featured, our insights team looked at trending products across the web and social. This data was then overlaid with personal recommendations from influencers and Superdrug’s buying team on product availability. As well as covering five of their major product categories, we also built in a two tiered approach to influencing selection – ‘Experts’ and ‘Collective’.

Each category had one expert, who would kick start the conversation, increasing credibility of Superdrug and its products. ‘Collective’ influencers then followed, tagging the ‘Expert’ to look as organic as possible. TikTok influencers created the fast, snappy but educational content that the platform is famous for, collectively receiving 890,000 views/engagements. The cross-channel approach and exclusivity terms ensured influencers looked like ambassadors as opposed to producing one-off posts.