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Services covered

Social Strategy / Planning

Management of brand/product channels

Social-first activations

Content Creation & Production

Paid influencer capabilities

Customer Magazine

Superdrug

The Edit

“They are just an amazing agency to work with.”

Simon Comins - Chief Commercial Officer

2.82M

YouTube views of The Edit videos

73,642

Average views per Edit video

1M

Magazines distributed worldwide

74%

Average vie through rate

Over 16M

Total cross channel reach

THE RESULTS

The Brief

River was tasked with creating a new customer magazine focused on ​O + O content, to support the complete Superdrug ecosystem. Returning to print to recognise the high-value beauty shopper who may not be reached through existing marketing channels, The Edit acts as a crucial platform between Superdrug, suppliers ​
and consumers. ​

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The Strategy

Each issue of The Edit will deliver ​a strong product focus and showcases key category NPDs and innovations. The Edit magazine and evolved YouTube format brings to life Superdrug’s vision of everyday accessible beauty, increases customer loyalty and builds that Superdrug Feeling across our entire ecosystem. ​

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The Creative

The Edit: a quarterly beauty and wellbeing magazine delivering inspiring content exclusively for Superdrug customers. The magazine is available in stores, with video used across YouTube and the social channels (eg Instagram and TikTok) to optimise reach and keep the conversation going. It utilises and showcases cover stars and ​their stories.  ​

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Related case studies

Get in touch

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NICOLA MURPHY

GROUP CHIEF EXECUTIVE OFFICER

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7917 083236 

nmurphy@therivergroup.co.uk

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JACKIE GARFORD

MANAGING DIRECTOR – THE RIVER GROUP

  • LinkedIn

D: +44 (0) 20 7420 7000

jgarford@therivergroup.co.uk

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CHRIS WARD

CHIEF REVENUE OFFICER - THE RIVER GROUP

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7973 548766

cward@therivergroup.co.uk

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GAVIN LOVE

GROUP FINANCE DIRECTOR

  • LinkedIn

D: +44 (0) 20 7420 7000

glove@therivergroup.co.uk

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JACKIE BLAKE

MANAGING DIRECTOR – REFLECT

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 772 4376771

jax@reflecttheagency.com

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LISA TAYLOR

MANAGING DIRECTOR – MAVEN COMMS

  • LinkedIn

D: +44 (0) 20 7420 7000

M: +44 (0) 7766 785656

ltaylor@itsmaven.com

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