As the number-two retailer of health & beauty products in the UK, Superdrug’s sights are firmly set on being number one. Their ambition is to become the go-to destination for everyday accessible health & beauty.

Strategy, Marketing and Social Media
Design, Video & Content Creation
Tech, Platform Development & Search
Measurement, Testing & Refining
Production, Deployment & Distribution
Advertising Sales
The challenges
  • To create market-leading content that positions Superdrug as the destination for affordable beauty on the high street, highlighting that Superdrug are experts in beauty, fragrance, health and wellbeing. The key aspect of the content is to project Superdrug’s fun personality, range of own-brand and branded products, industry knowledge and passion, in a friendly and informative way that readers across all platforms can be inspired, informed and engaged by.
  • While keen to keep their positioning as a retailer known for value, Superdrug understood the importance of editorially driven content, inspiring and engaging existing and new customers with trend-led, reactive content – all delivered in the inclusive, enthusiastic and straightforward tone of voice that encompasses ‘That Superdrug Feeling’.

What we did

In December 2016 we successfully pitched to continue the full Retainer of DARE Magazine (print & digital versions), Superdrug Loves YouTube content and Superdrug Loves blog. Since then we have relaunched DARE directed at a more focused 18-25 target audience, with exclusive celebrity cover interviews and a bold new editorial style. Our ability to cut through the noise and create effective and engaging content across both print and digital also saw the launch of the DARE app – a continuous publishing newsfeed app, updated daily with the latest in beauty, trend and celeb news.

Refreshing the franchises for both the YouTube and blog channels has seen us not only considerably increase engagement and ROI for Superdrug, but enabled us to successfully win further work across these channels and support wider Superdrug business objectives.

This includes launching the Superdrug Barbershop YouTube channel and supporting blog content in reaction to the growing male grooming trend, and health-specific content targeted at engaging the core Superdrug beauty consumer, to increase awareness around Superdrug’s product range and increase basket spend.

Our approach

While the suite of content River has provided has evolved over our 15-year working relationship with Superdrug, high quality editorial content has always been at the heart of everything we create. This strong editorial basis has enabled us to evolve and diversify, creating channel-specific content that works to engage the consumer at every touchpoint, while retaining a consistent ‘Superdrug Feeling’.

Our content suite now encompasses DARE print, blog, magazine and app content, Superdrug Loves & Barbershop YouTube video content, conceptual asset creation for use across POS, digital and print, social media asset creation across all channels, channel-specific social media retainer content and CRM, delivering a truly integrated content ecosystem for our client.

Markers of our success
Print magazines a year

74% of DARE readers make a purchase after reading DARE.

230% Increase

Increased digi DARE content by 26% YOY (2017 vs 2016).
Increased YouTube watch time by 230% YOY (2017 vs 2016).