Revive Collagen: Own Launch Day

Securing the value

Revive Collagen — the British ingestible-skincare brand co-founded by John Bailey and Sam Faiers — was bringing its menopause range to market at scale, with national distribution in Holland & Barrett and the appointment of Mel B as global brand ambassador. A launch of that ambition demanded landmark London inventory. But landmark inventory rarely comes efficiently.

R4's Trade discipline establishes where media value really sits, and controls it. We secured premium central-London environments — The Outernet Vista, large-format Oxford Street digital, and a city-wide digital 6-sheet network — and traded open-market rates down hard, returning the saving to the brand rather than retaining it as agency margin.

The Trade stage delivered

Premium, high-impact London inventory negotiated below open-market rates, with the volume saving passed back to Revive Collagen under R4's Trade model

A 30-minute full takeover of The Outernet Vista at 100% share of voice — no competing advertising across the entire complex at the peak of launch day

A digital 6-sheet network that overdelivered at no additional cost — 393,000 plays delivered against 366,282 contracted, an extra 26,718 plays for the brand

Every line of activity reconciled against supplier-reported volumes for full delivery compliance

Discipline, not indulgence. The result was scale the brand could stand behind — commercially and operationally.

Engineering the audience

The plan was built on behavioural qualification, not traditional demographic segmentation. Revive Collagen's menopause range speaks to health-conscious women navigating midlife — so rather than chase broad awareness, R4 targeted high-intent wellness shoppers in motion, at the point they were closest to purchase.

Using Experian Mosaic segmentation, YouGov data and consumer-movement insight, the campaign was indexed against London's highest-value wellness audiences and mapped to the retail moment itself.

The Plan stage focused on

Behavioural targeting over demographics — prioritising audiences that over-index for premium health, beauty and supplement purchasing, and for responsiveness to new launches in the wellness category

High-value Experian Mosaic groups — City Prosperity, Prestige Positions, Suburban Comfort and Urban Cohesion — concentrated across London's high-street retail corridors and shopping centres

Retail proximity by design — every site mapped within 100 metres of a Holland & Barrett store, placing the brand directly in the path to purchase as its menopause range hit the shelves

Launch synchronisation — exposure weighted to peak retail footfall windows and aligned to the live London bus tour and the brand's global-ambassador launch moment

Every placement was selected for one job: to convert launch attention into immediate retail action.

Owning launch day

The plan went live exactly as agreed — and was verified, not assumed. Three formats combined to take Revive Collagen from landmark central-London moments to sustained high-street and shopping-centre coverage at retail proximity.

Oxford Street Large Digital — a single double-decker-height screen along one of London's highest-footfall retail and bus corridors, aligned directly to the live bus tour route

The Outernet Vista — an eight-hour launch-day activation at Tottenham Court Road, anchored by a 30-minute full takeover at 100% share of voice

Digital 6-Sheet Network — 56 Adshel screens and 6 mall digital screens across Brent Cross, Ealing Broadway and Croydon, each within 100 metres of a Holland & Barrett store

The campaign delivered

64 digital screens activated across London

1,085,000 reach at an average frequency of 3.6

3,907,000 impacts delivered

A digital 6-sheet network that overdelivered by 26,718 plays at no extra cost

Full in-market validation of every format — copy integrity, screen functionality, rotation compliance and booked-volume accuracy

In line with R4's Trade | Plan | Activate governance framework, delivery was never reliant on projected modelling. Every format was reconciled against supplier-reported volumes and independently validated in-market — confirming a high-impact, retail-proximity execution model that is operationally robust, commercially disciplined and built to scale across future product launches and national retail activations.

Built to stop London. Made to be remembered. Designed to make Revive Collagen unmissable.