Superdrug has been transforming the way in which it delivers ‘That Superdrug feeling’ to its customers, launching innovative and visionary campaigns like ‘Shades of Beauty’ making BAME beauty products mass accessible on the high street; promoting its inspiring ‘Tampon Tax’ initiative and supporting Modern Muse, a charity that gives girls access to role models that encourage them to build a career. Cherry was tasked with creating a socially driven advocacy campaign that puts both customers’ and employees’ needs at the heart of all the incredible things Superdrug is doing.
Cherry worked in collaboration with the customer experience and service team and identified diversity as an important topic of conversation that would bring Superdrug closer to its customers and employees. Our team trolled the web to find influential groups and individuals that embodied the brand’s diverse audience, typically underrepresented in retail. From collaborating with Punky Moms, a community of alternative parents and micro-influencers, to working with Superdrug’s existing charity partner Marie Curie, we partnered with forward thinking brands like BarryM to reward parents and carers, society’s unsung heroes. Through social prizes, events, giveaways, mystery shopping and pampering services, we fuelled conversations around diversity and inclusion, and provided useful feedback that would support Superdrug in continuously improving the customer experience for all types of shoppers.