Revamping Superdry's Digital Content Creation and Social Media Marketing Strategy

The customer in this case study is Superdry, a contemporary brand that focuses on high-quality products that fuse vintage Americana and Japanese-inspired graphics with a British style. They are characterized by quality fabrics, authentic vintage washes, unique detailing, world-leading hand-drawn graphics, and tailored fits with diverse styling. The brand targets a wide range of customers, but this particular campaign was aimed at engaging millennials.

Superdry, a renowned fashion brand, was faced with the challenge of launching their holiday season campaign with the aim of engaging millennials. The fashion scene was already saturated with similar branded content, typically featuring beaches, sunsets, lens flares, and washed-out color palettes. Superdry needed to differentiate itself from the competition and truly resonate with its target audience - the millennials. The challenge was to create a campaign that would not only stand out but also align with the actual interests of the millennials.

To address this challenge, Superdry decided to take a unique approach by focusing on the real interests of their target audience - the night. The brand launched a campaign titled 'The Night is Young', which was a departure from the usual beach and sunset themes. The campaign featured a launch film that followed a group of millennials embracing the night, showcasing their adventures on side streets, at unplanned parties, and impromptu fireworks on the beach. The campaign was fully integrated, rolling out across social media, ecommerce, PR, and bespoke influencer activation. It also incorporated various forms of content such as film, photography, GIFs, and moving images, all under the hashtag #TheNightIsYoung. The campaign took style cues and direction from the very audience it was targeting and the way they consume social media.

• The 'The Night is Young' campaign was a significant shift in Superdry's marketing strategy, moving away from the typical and overused themes to a more unique and audience-focused approach. This not only helped the brand stand out in a cluttered fashion scene but also allowed it to connect more authentically with its target audience - the millennials. By aligning the campaign with the actual interests of the millennials and the way they consume social media, Superdry was able to create a more engaging and resonating campaign. The use of various forms of content and the integration across different platforms further enhanced the reach and impact of the campaign.

• The launch film of the campaign hit over 1.2 million views shortly after going live.