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Challenge

Superdrug’s brand challenge was to cement themselves as the go to destination for 16-34s, whilst increasing awareness of their own brand offering.

Insight

When it comes to influencing young people there's no TV show more powerful than Love Island, which inspires people to look and feel their best in summer. Superdrug wanted to be the vehicle to help the show's viewers feel 'summer ready', so the partnership with Love Island felt seamless and natural.

Idea

Superdrug's campaign strategy was all about 'fun in the sun', so year 2 was about bringing this partnership to life even further across all platforms, given the growing success of the show.

10% Increase in spontaneous brand awareness

9% Increase in purchase intent

200k Visits online after each show

15% Increase in average brand image score

900% Increase in Superdrug brand search terms

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