The Brief
Raise the profile and promote Superdrug’s fashion and beauty credentials with youth audiences.
Delivery
The “Superdrug Backstage” experience toured summer music festivals including T in the Park and V Festival giving festival goers a chance to glam up, be pampered and become a festival superstar on an exclusive catwalk.
Our team helped people freshen up in the stylish lounge and sample make-up and hair styling products. There was also the chance to purchase festival necessities at the Essentials Bar from Brand Ambassadors. Entrants into the “Hairbrush Diva” competition received a free “Diva Makeover” in the stars dressing room before venturing onto the external catwalk for their big on-stage performance.
Experience is an absolute must when interacting with such huge groups of people all wanting a good time. As well as being beauty professionals our team were festival veterans whose previous experiences meant they were prepared for the sacrifices, diplomacy and fun of working in this environment.
Results
Around 20,000 females visited the experience with 90% of them completing data-capture information which was used for future CRM activity.
