Time Inc. UK sourced health and beauty professionals, from bloggers to GPs, from TV personalities to our own editorial talent, and tasked them with discovering the best of Superdrug’s own brand range.
The chosen hero products were tested, reviewed and endorsed. We developed a diagnostic tool to encourage women to explore the range for themselves. They were asked to select an upcoming ‘beauty moment’ – for example a holiday or a party - and an area to focus on such as hair or skin. They were then served relevant video from one of the Hero Hunters about the perfect Superdrug product for them and their occasion.
Combining the might of Marie Claire, Look, Now and Woman, we reached the scale audience Superdrug were seeking. The content was seeded socially though the Time Inc. UK, Superdrug and the Hero Hunters’ owned channels.