Unilever-owned bubble bath and shower gel brand Radox is overhauling its social media strategy, shifting from broad audience targeting to a more long-term, and creator-led approach with the appointment of global agency digital agency SAMY.
The agency, which was handed the brief following a competitive pitch, will lead always-on social channel management on Instagram and TikTok. It has been tasked with delivering organic content, active community management, influencer marketing support, and culturally relevant engagement designed to drive consideration, connection and long-term relevance.
This includes content around key Radox moments, such as the London Marathon, paired with ongoing social listening and monthly performance reporting to ensure the brand can consistently connect with audiences while remaining responsive to trends and moments in culture.
At the heart of the partnership is an alignment with how audiences behave, connect and engage across platforms today. Rituals around wellbeing, recovery and ‘resetting’ are increasingly played out through user-generated content (UGC), community conversation and shared experiences across the social universe.
SAMY’s social-first understanding goes beyond surface-level audience listening; it leverages tech capabilities and talent to apply a social-first lens to consumer and cultural insight. This approach aims to help Radox capture how micro-communities form, how sentiment shifts, and where meaningful connections are built.
For Radox, these micro-communities in particular include Strava users during the upcoming Marathon season, where SAMY will extend into a broader influencer-led activation programme all year round.
The ultimate aim is to help the brand to understand the different motivations and behaviours shaping this group and beyond, while recognising the shared social language that connects them, so that it shows up in ways that feel native to each space.
SAMY managing director Paul Hickey said: “People don’t experience Radox in one way or in one place, and that means relevance can’t be built through one-off campaigns and broad audience targeting alone. This makes social activity for the brand both incredibly powerful and easy to get wrong.
“The opportunity is in understanding the cultural contexts behind how and why people use Radox. By utilising our proprietary technology, SAMY will unlock relevance for the brand across the social universe, reflecting how moments of reset, recovery and care are actually shared and experienced in real life. It’s rare to work with such an iconic brand at a point where it’s ready to rethink how it connects with people.”
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