Superdrug has become the first beauty retailer to host an in-store and on-platform talent show, with a live final on entertainment platform TikTok in the UK.
The ‘SuperShow’ will see Superdrug take over TikTok UK’s For You Feed from July 13 with TikTok’s premium TopView format, Branded Hashtag Challenge and new TopFeed product.
The ‘SuperShow’ sets new weekly challenges for the community inspired by Superdrug’s own products, culminating in a final broadcast live on TikTok on 9 August, with host Ash Holme and the judges Rikki Sandhu and Victoria Wright, alongside six contestants who competed against each to reach the final.
Superdrug will have TikTok branding in over 800 stores across the UK and Ireland and the competition will feature the first ever Superdrug branded bespoke music track.
“We are really excited about this collaboration with TikTok. At Superdrug we love a trend and thrive to be market leaders,” Superdrug’s 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 booths are heading to four key city stores, helping customers discover new products and ways to create content for their social feeds, as well as gain content to enter the SuperShow.
The winner of the talent show will be celebrated with a film showcasing their best looks and highlighting the products used to create them. The first prize winner will also receive £1,000 worth of Health & Beautycard points and the chance to create content with Superdrug for their Christmas 2022 campaign.
TikTok, Superdrug, and CLICKON Studios partnered to develop the challenges and scoring systems for the game show to take the campaign to an entirely new level of TikTok content.
Eva Anjos – Assistant Producer
Rebecca Osbourne – Account Manager / Project Manager
Neil Bennett – Executive Producer
Read more at: Retail Gazette.