Health and beauty retailer Superdrug is set to launch its first-ever TikTok marketing campaign, spearheaded by an in-store and on-platform talent show.
Entrants to the #SuperShow will need to complete three challenges inspired by products available at Superdrug. Billed as an ‘immersive’ talent show, the event will see Superdrug take over Tik Tok’s UK For You Feed from 13 July with its premium TopView format, Branded Hashtag Challenge and new TopFeed product.
The talent show will set weekly challenges, ending with a final broadcast live on the platform on 9 August. As part of the partnership, TikTok brand will be featured in over 800 Superdrug stores across the UK and Ireland with the competition featuring the first ever Superdrug branded bespoke music track.
Superdrug’s partnership with the platform was borne out of research indicating that the soical network was a major driver of beauty sales and a major marketplace for young people purchasing healthy and beauty products.
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“We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders,” Superdrug head of marketing, Gemma Mason said.
“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.”
TikTok Luxury, Fashion & Retail Brand Partnerships manager, Holly Harrison added: “We believe the #SuperShow will really appeal to TikTok creators and create a buzz online within the TikTok community. Working with Superdrug is an exciting collaboration, and we look forward to seeing the looks created by those who take part in the challenges.”
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