Superdrug launches market first TikTok campaign
Superdrug is collaborating with TikTok to run a talent competition where entrants complete challenges inspired by the products it sells.
In a first for the health and beauty retailer, the #SuperShow talent show will see Superdrug take over TikTok UK’s For You Feed from 13 July and set new weekly challenges for the community. The activity will culminate in a final broadcast live on TikTok on 9 August.
Superdrug will have TikTok branding in over 800 stores across the UK and Ireland and the competition will feature the first ever Superdrug branded bespoke music track.
Recent research by TikTok found that 82% of beauty and personal care purchases made after seeing something on TikTok had no prior planning and that 49% bought a beauty product after seeing it on the platform.
Superdrug’s head of marketing Gemma Mason said: “We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders. This partnership is one of the many innovative ways we are staying ahead of digital media trends.
“Superdrug has embraced TikTok over recent years with our store teams immersing themselves in content creation and their own local accounts, so we are thrilled to have even more of a presence on the app and bring the #SuperShow talent search to our customers.”
Entry to the competition is open to UK residents over the age of 16 and customers can film their own content in creator booths situated in selected Superdrug stores.
The winner of the talent show will be celebrated with a film showcasing their best looks and highlighting the products used to create them. They will also receive £1,000 worth of Health & Beautycard points and the chance to create content with Superdrug for their Christmas 2022 campaign.
Five runners up will each receive £500 worth of Health & Beautycard points.