Boosting Awareness of Beauty Studio by Superdrug
The Problem
Beauty Studio by Superdrug wanted to grow awareness and social following across Facebook, Instagram, and TikTok. The challenge was to attract a younger demographic while still engaging their existing millennial audience, using a mix of organic, paid, and influencer activity.
The Idea
We worked with the Beauty Studio team to develop a new social strategy that defined:
The role of social for the brand
Key personas and content pillars
Execution included:
Creating campaign-specific content around moments like Superdrug All Stars, Halloween, and Christmas
Filming in-store, around London, and even on the tube to create high-reach, topical content
Partnering with Superdrug Spotlighters influencers to generate authentic, user-driven content
The Outcome
2M+ people reached in just six months
+25% growth in social following
Supported 1.3M in-store treatments during 2023
The campaign gave Beauty Studio by Superdrug a stronger presence across key platforms and helped connect the brand with younger audiences.
FAQs
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What was the challenge for Beauty Studio by Superdrug?
To grow awareness and reach a younger demographic while still engaging millennial audiences across social platforms.
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How did Ideas + Outcomes design the social strategy?
By defining the role of social, mapping key personas, and building content pillars tailored to the audience.
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What types of content were created?
Campaign-specific content for seasonal moments, in-store and London-based filming, and influencer-driven content with Superdrug Spotlighters.
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What results did the campaign deliver?
A reach of more than 2 million people in six months, 25% growth in social followers, and support for 1.3 million in-store treatments in 2023.
People reached
Social following