SAMY wins Radox social brief

Radox has appointed SAMY as its retained social agency following a competitive pitch, marking a shift towards a creator-led and always-on social strategy.

The partnership will see SAMY manage the brand’s presence across Instagram and TikTok, focusing on continuous content creation, community management and influencer activity to strengthen audience engagement.

Shift towards long-term social engagement

The appointment reflects a move away from broad audience targeting towards a more agile, long-term approach. SAMY will oversee organic content and culturally relevant interactions designed to build ongoing connections with consumers.

Activity will include support around key brand moments such as the London Marathon, alongside social listening and monthly performance analysis to maintain responsiveness to trends and audience behaviour.

Leveraging communities and cultural insight

The strategy centres on how audiences engage with wellbeing and recovery content online, often through user-generated content and shared experiences. SAMY will apply its technology and insight capabilities to identify emerging micro-communities and shifts in sentiment.

This includes targeting groups such as users of Strava during marathon season, supported by an influencer-led activation programme running throughout the year.

Paul Hickey, Managing Director, SAMY: "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."

www.samy.com

www.radox.co.uk

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