Superdrug wanted to engage a younger, more fashion-forward audience: an audience that would come in-store to glam-up and experiment.
Affordable beauty has long been part of the core Superdrug proposition, so extending it to affordable beauty services was a logical step. Hence, the introduction of a unique high-end retail beauty concept which was to be premiered in Cardiff, prior to a potential nationwide roll out. The principle was beautifully simple. What was required was an equally beautiful, game-changing approach that would introduce a whole new audience to the idea of ‘glam-while you-wait’.
We created dedicated areas for the beauty and hair salons which would integrate stylishly into a store environment and provide a platform for a glamorous launch campaign: and so Beauty Studio and Hair Space were born.
The launch had to satisfy two key criteria: create a social buzz and engagement at a local level and generate excitement at a national level among the target demographic and key influencers (e.g. beauty bloggers).
The creative theme represented a mix of 1950s retro glam and pop art: candy-coloured and fun. Shareable real-time digital content featured on in-store displays and interactive/mirrored screens – connecting the salon with the online world of dedicated followers of fashion and beauty.
Together we worked on delivering:
All of the photography and artwork for in-store and launch comms were designed and produced by our creative team, along with all of the necessary digital content and animations, an in-store catwalk and a selfie app enabling customers to take a pic or video of themselves strutting their stuff and share it instantly.
With around 200,000 visitors and over 2,500 exhibitors ISH is the world’s leading trade fair and international meeting place for the combined topic of water and energy. For Ideal Standard, a multinational bathroom, sanitary ware and plumbing fixture company, it’s the key event in their calendar to showcase new products and ranges to the industry.
We were approached to manage Ideal Standard’s social media channels at the event, as well as ensuring that during the event, social media channels were optimised with content that promoted the events taking place in Frankfurt such as press conferences and product launches.
Our pre-event approach involved posts around the new brand pillars to create an emotion, countdown posts to build excitement about the event and a LinkedIn strategy to encourage the 15,000 followers on LinkedIN to also follow the brand on Instagram.
Our team, comprising of social media managers and filming, editing and photography professionals landed in Frankfurt the day before the event and immediately set about capturing what Ideal Standard had to offer at ISH, with a posting strategy comprised of the following:
At the end of the pre-event activity and in-event activity, we had grown Ideal Standard’s following from 50 followers to over 5,000, with numbers increasing all the time due to an ‘emotion’ based posting strategy.
“I would like to thank APS Group assisted for a successful ISH 2019. Their dedication, availability and efforts are appreciated. Our posts look great, they drive engagement and growth which is the key in social media.”
Global Digital Director, Ideal Standard
Superdrug wanted to engage a younger, more fashion-forward audience: an audience that would come in-store to glam-up and experiment.
Affordable beauty has long been part of the core Superdrug proposition, so extending it to affordable beauty services was a logical step. Hence, the introduction of a unique high-end retail beauty concept which was to be premiered in Cardiff, prior to a potential nationwide roll out. The principle was beautifully simple. What was required was an equally beautiful, game-changing approach that would introduce a whole new audience to the idea of ‘glam-while you-wait’.
We created dedicated areas for the beauty and hair salons which would integrate stylishly into a store environment and provide a platform for a glamorous launch campaign: and so Beauty Studio and Hair Space were born.
The launch had to satisfy two key criteria: create a social buzz and engagement at a local level and generate excitement at a national level among the target demographic and key influencers (e.g. beauty bloggers).
The creative theme represented a mix of 1950s retro glam and pop art: candy-coloured and fun. Shareable real-time digital content featured on in-store displays and interactive/mirrored screens – connecting the salon with the online world of dedicated followers of fashion and beauty.
Together we worked on delivering:
All of the photography and artwork for in-store and launch comms were designed and produced by our creative team, along with all of the necessary digital content and animations, an in-store catwalk and a selfie app enabling customers to take a pic or video of themselves strutting their stuff and share it instantly.
Superdrug wanted to engage a younger, more fashion-forward audience: an audience that would come in-store to glam-up and experiment.
Affordable beauty has long been part of the core Superdrug proposition, so extending it to affordable beauty services was a logical step. Hence, the introduction of a unique high-end retail beauty concept which was to be premiered in Cardiff, prior to a potential nationwide roll out. The principle was beautifully simple. What was required was an equally beautiful, game-changing approach that would introduce a whole new audience to the idea of ‘glam-while you-wait’.
We created dedicated areas for the beauty and hair salons which would integrate stylishly into a store environment and provide a platform for a glamorous launch campaign: and so Beauty Studio and Hair Space were born.
The launch had to satisfy two key criteria: create a social buzz and engagement at a local level and generate excitement at a national level among the target demographic and key influencers (e.g. beauty bloggers).
The creative theme represented a mix of 1950s retro glam and pop art: candy-coloured and fun. Shareable real-time digital content featured on in-store displays and interactive/mirrored screens – connecting the salon with the online world of dedicated followers of fashion and beauty.
Together we worked on delivering:
All of the photography and artwork for in-store and launch comms were designed and produced by our creative team, along with all of the necessary digital content and animations, an in-store catwalk and a selfie app enabling customers to take a pic or video of themselves strutting their stuff and share it instantly.
