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Case Study: Superdrug

High street retailers are competing more and more with social-first D2C brands. How did we help Superdrug capture a Gen Z audience?

Platforms:

Instagram icon Youtube icon ϱֱ icon
12 month ambassador program
Building awareness amongst Gen Z

Campaign Content

Through creators with highly engaged Gen Z follower bases, we were able to inspire and engage a new generation of Superdrug consumers!

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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 ϱֱ 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 ϱֱ, with supporting paid media. ϱֱ 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. ϱֱ 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.

Territory:

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Do you need social media for your business but are finding the fast-changing industry daunting? Get in touch, Goat can help.

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The Goat Agency has over 8 years experience, specializing in social media marketing powered by influencers. To find out more about how we launch industry-leading campaigns across the world, contact us below.

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