Tackling the UK’s future in sexual health
Services
CHALLENGE
Superdrug Online Doctor, the UK’s leading digital health service, wanted to cement its authority in sexual health while driving awareness and conversions for STI kits and erectile dysfunction treatments. With the NHS under pressure, Superdrug Online Doctor needed a campaign that combined credible content with measurable SEO impact, while overcoming media fatigue on sensitive health topics.
Additionally, the campaign required connecting Digital PR, Content Strategy, and Superdrug Online Doctor teams across multiple touchpoints, ensuring consistent messaging and optimised performance for high-converting product pages.
SOLUTION
We developed a campaign built on audience insight, data-driven storytelling, and always-on Digital PR. To understand the key knowledge gaps in sexual health, we explored consumer attitudes, media coverage, and prevalence data, uncovering significant misconceptions about STIs and erectile dysfunction across the UK.
These insights informed two leading Digital PR activations: Intimacy Ally, which explored attitudes toward intimacy and included an interactive tool to help users navigate common barriers, and the STI Risk Tracker, a regionally focused tool helping people understand sexual health risks in their local area. Both campaigns combined survey data, government statistics, and expert commentary, cementing Superdrug Online Doctor’s credibility in the space.
Alongside these campaigns, we optimised five high-value guide pages supporting SOD’s top-performing product pages. This included updating medical references, improving UX and call-to-action copy, and strategically repositioning product widgets, creating a seamless journey from education to conversion.
To ensure reach and impact, the campaigns were amplified through an agile, multi-channel outreach strategy, building a resilient backlink portfolio across high-authority, relevant publications. Our always-on Digital PR approach enabled us to respond to media requests, integrate expert commentary, and maintain momentum throughout the campaign.
The campaign exceeded all objectives, strengthening Superdrug Online Doctor’s visibility, credibility, and authority while delivering tangible business results. By combining people-first insight with technical SEO and creative Digital PR, the campaign positioned SOD as a trusted, accessible authority in sexual health and set a new benchmark for performance-driven content.