Ideation | Art direction | Brand storytelling | Creative direction | Creative leadership | Earned | Editorial strategy
Get Ready With Marie Curie
To drive support for Superdrug’s new ‘Purchase for Nurses’ campaign, where proceeds from a range of products are donated to Marie Curie, we partnered with Traitors star Mollie Pearce to feature alongside three Marie Curie Nurses in a TikTok inspired Get Ready With Me series that aims to raise young people’s awareness and understanding of the importance of end of life care.
In the content, Pearce – a disability model and healthcare assistant interviews the nurses about their roles as they prepare for their day working in end of life care. The content is a twist on the social media trend #GRWM (Get Ready With Me) – a hashtag with more than 157 billion views on TikTok.
The series went live across Marie Curie, Superdrug and Mollie’s social channels throughout the month of the campaign, while deeper features – interviews with Mollie and the nurses – appeared in a steady drumbeat as well.
Outcome
221 Pieces of coverage
14% Month-on-month increase in coverage
Explaining what Marie Curie does
Raised £202k for the charity