Superdrug x Roblox
Creative Directon // Creative Strategy
My Role
As Senior Creative and Future Content Lead at A.S. Watson, I led the creative direction for Superdrug’s debut on Roblox, tapping into the platform’s massive reach with Gen A. I guided the team through group brainstorms to generate innovative ideas and developed a game that combined fun and education, targeting 10-12-year-olds.
I pitched Superdrug's first ever Roblox game to SD's senior board, and eventually secured enough budget to work with the top agency I sourced from my tender process.
I created the game’s narrative and purpose for being in this new space, weaving together fun and education. Players learned about dental care, sun safety, and personal hygiene through interactive challenges like question gates, obstacle courses, and quizzes. I conceptualised in-game elements such as non-player characters (including a Tooth Fairy) and custom player items like Superdrug wings, bunny, and boppers, ensuring a playful and engaging environment.
This project showcased my ability to combine creativity and strategic thinking to build an engaging, purpose-driven experience in a rapidly growing digital space, and pioneer new creative technologies. The results included (to name a few), 1.3 million players in 8 weeks, 5% increase in brand awareness, 83% positive enjoyment rating, as well as the promo video reaching the #1 spot for Superdrug's most shared video of all time on Tik Tok.
Influencer Campaign
To elevate the launch of Superdrug’s Roblox game and connect with its diverse audience, I led a targeted influencer campaign designed to resonate across demographics. We partnered with a dynamic mix of creators, including a gamer-makeup artist, a male gamer, a trans Twitch streamer, and the Greers—a popular Instagram family.
Each influencer brought a unique perspective to the campaign: the Greers showcased the game’s educational value, while younger creators highlighted its fun gameplay and exclusive virtual items. The campaign delivered outstanding results, with Yammy’s content achieving 288k views and boosting shares by +1550% above Superdrug’s average rates. These efforts drove significant spikes in game participation, marking the campaign as a resounding success.
The game’s release also inspired 22 organic YouTube videos, generating an extra 65k free views as creators reviewed the game and shared tips on unlocking virtual items, further boosting Superdrug’s reach.
