Superdry awards social media business to Social Chain

Superdry taps Social Chain

UK fashion brand Superdry has tapped Social Chain to handle its social media marketing as the company looks to ramp up its online profile on their major networks.

Social Chain, with experience in retail from its time working with Boohoo, will look to grow the brand in key markets including the UK, USA and Germany.

Oliver Yonchev, business director of Social Chain, said: “It’s a brand that shares a lot of the same values as Social Chain, they’re bold, they take risks, they really care about what they do and their success over the past decade is testament to this. Our entire team loved the pitching process and that’s largely due to the professionalism and support provided by the Superdry team."

It's a welcome win for the Manchester-based agency after it was given a slap on the wrist by the Competition and Markets Authority for failing to inform people that content was paid-for advertising in a case that spanned 15 of the agency's clients and involved 43 "social media personalities" who published content for Social Chain.

However, Chris Jackson, Superdry’s social media manager, said it was impressed by "the energy and creativity" from Social Chain and its "unique approach."

"Our aim through this process was to find an agency that could push our social strategy faster and harder in a new direction, but equally act as an extension of our team," continued Jackson. "The pitch was a competitive process with all the submission of an extremely high-standard. We’re looking forward to getting Social Chain integrated quickly into planning as we look ahead to a busy autumn and winter."

Respected actor Idris Elba has featured as the brand's ambassador in the number of sleek and sharable ads previously, Social Chain will look to build upon these efforts.

The 14-year-old brand has stores in some 45 countries although its online presence extends trading to 169 countries.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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