THE CHALLENGE
To connect with a younger audience, Superdrug created a promotion encouraging shoppers to demonstrate themselves interacting with beauty products on TikTok. The promotion led to a live final where competitors took part in live challenges with a chance to win £1000 of points to spend in store. Superdrug wanted to bring the competition alive in store and capture shopper attention.
THE RESPONSE
To promote the campaign, we delivered disruption in store by designing a bespoke unit of a unique shape and size, outside of standard guidelines. Bright colourways and clear, scaled messaging helped communicate the promotion to shoppers and a QR code encouraged discovery of further information.
A floor vinyl surrounding the unit helped create a destination space in store and highlighted the promotion further.
The unit was designed to be shoppable from both sides to drive engagement and stand out from various directions in aisle.
To maximise flexibility and longevity in store the unit was designed with changeable locators and removable messaging across shelf fronts. This allowed the unit to hold various products throughout the campaign and also display the change of competition mechanic weekly.
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