The Challenge

Superdrug had hit a plateau with their YouTube channel and were looking for inspiration to bring it to life. The company was looking to attract new customers and increase subscribers to their YT channel. To do that, they wanted to create fresh video content that featured innovative styles and techniques that would inspire viewers and increase sales.

The Solution

We decided to revamp the client’s ‘How-To’ make-up tutorials with refreshing new look and feel for the industry. We updated the graphics and shot footage with higher production values, whilst featuring content that would spike around Halloween and Christmas. We then used atomised content to drive traffic from social networks. We also created a series of ‘real-time response’ content that we could turn around in 30 minutes!  We called it ‘Breaking Beauty’!

How-To Video, "Masking De-Coded"

How-To Video, "Hot Pink Eye"

How-To Video, "Glitter Boobs"

Social Edit, AJ Booty Workout

Social Edit, Hacks For Better Skin

Social Edit, Behind The Lens

Social Edit, 3min Makeup

Social Edit, Glossy Lids

Social Edit, Jewel Eye

Halloween, Unicorn Hair Tutorial

Halloween, Cartoon Kid Make-Up Tutorial

Halloween, Scream Queen Hair Tutorial

Halloween, Pirate Make-Up Tutorial

Snapchat, All Halloween Looks

Snapchat, Halloween, Unicorn Look

Breaking Beauty, Glitter Trends

Breaking Beauty, Glastonbury

Breaking Beauty, Rainbow Beauty

Distribution

The main videos were hosted on Superdrug’s YouTube channel, which acted as the Hub. We then created bespoke edits to distribute across social media networks including Snapchat, Facebook, Twitter and Instagram in order to drive traffic to the full-length content. We worked with social influencers to extend the reach to a wider audience. The ‘Breaking Beauty’ content was distributed via social and we took advantage of real-time video.

Parting Shot

Refreshing tired industry content and creating ‘real-time response’ videos was the nucleus of the campaign and by creating a convenient and easy-to-use template, Superdrug could ensure their content is fresh and up-to-date with the latest trends in a fast-paced industry. Our content also impressed The Perfume Shop and we have since started working with them on a similar project.

“In 6 months Superdrug saw their YT subscribers increase by 80% and views increased by 100% over the same period.”

SuperdrugVideo Content Strategy & Production