Superdrug Case Studies
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The Brief
Recruiting Pharmacists is tough as there is an international shortage of trained Pharmacists. It’s tougher still when your brand is synonymous with fashion and beauty as much as health. Our challenge is to attract Pharmacists which fit Superdrug - obsessive about the brand, bold – relentlessly trying new things - and fast - demonstrating real energy and action.
The Solution
Research is the key to producing effective advertising which reflects the message and the brand. During focus groups with Superdrug’s top performing Phamacists they suggested that if they were to spend some time in store they wouldn’t want to leave!
In the Pharmacy profession there really is only one serious medium which is the Pharmaceutical Journal. Research has shown that the online offer is not as strong as off line in recruitment, so the challenge for us was how to use it to best effect to achieve standout and to reflect the brand.
The campaign started with a wrap around - although not a new approach in itself it is innovative in the Pharmaceutical market. This was followed by an impactful full page colour advertisement and finally a paper bag insert.
The Results
This campaign has been the most successful pharmacy campaign that Superdrug has ever ran. The wrap alone lead to 14 pharmacists taking Superdrug on their ‘One hour’ offer and numerous appointments. The paper bag was the most successful pharmacy advert they have ever ran.
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