Superdrug
Superdrug – social that stops the scroll
At The River Group, we’re not just Superdrug’s retained social agency – we’re their only one. For five years and counting, we’ve been the engine behind their most high-performing content, delivering growth, engagement and thumb-stopping relevance at serious scale. We don’t just meet KPIs – we obliterate them.
We’ve grown Superdrug’s channels into one of the UK’s biggest and most engaged health and beauty communities, with an agile model other brands now want to replicate.
In 2023, our social content delivered:
• 183 posts
• 6.48 million organic views – that’s +221% above target
And in 2024? We levelled up again:
• 143 posts (Q1–Q3)
• 6.05 million organic views – +236% above KPI
• 700,000 new followers this year alone
Creative
We support Superdrug’s primary social channels (TikTok and Instagram) while fuelling momentum across emerging platforms like Pinterest and Snapchat. But not just with content.
Superdrug needed: speed and reactivity – to lead, not follow, the cultural conversation; smarter strategy – built on analytics, trend forecasts and cultural insight; bigger impact – through channel-optimised, engagement-first creative; and streamlined production – to scale up without watering down. And what do we enjoy?
A challenge...
We created a format-first content model rooted in flexible pillars and platform-native styles – constantly evolving to stay ahead of both algorithm shifts and Gen Z attention spans.
Every month, we deliver:
8–12 social-first assets for TikTok and Instagram
3+ influencer-led content pieces, talent sourced and briefed by River
5–9 in-house River-crafted posts, from scratch
All content is designed to entertain, educate or empower – and always feel uniquely, undeniably Superdrug.
With an agile attitude, we don’t just post and pray. We plan, pivot and perform:
Annual calendar locked with key dates and brand milestones
Quarterly content plans, pressure-tested and signed off ahead of time
Monthly workshops to refine and select the sharpest ideas
Weekly reactive slots to jump on trends, memes and moments in real time
