Radox, the UK’s much-loved bath and shower brand, has appointed global social-first agency SAMY as its new retained social agency following a competitive pitch.
The appointment marks a strategic shift in Radox’s approach to social, transitioning from broad audience targeting to a more long-term, agile, and creator-led strategy.
SAMY will lead always-on social channel management across Instagram and TikTok, delivering consistent organic content, active community management, influencer marketing support, and culturally relevant engagement designed to drive consideration, connection, and sustained brand relevance.
This remit includes content tied to key Radox tentpole moments, such as the London Marathon, alongside ongoing social listening and monthly performance reporting. These efforts aim to ensure the brand remains responsive to trends while maintaining meaningful audience connections.
Central to the partnership is a shared understanding of how audiences engage across platforms today. Rituals around wellbeing, recovery, and “resetting” are increasingly expressed through user-generated content (UGC), community conversations, and shared digital experiences.
SAMY’s social-first expertise extends beyond surface-level insights, leveraging proprietary technology and talent to interpret consumer behavior and cultural signals. This enables Radox to better understand how micro-communities form, how sentiment evolves, and where authentic engagement occurs.
Among these micro-communities are Strava users during the upcoming marathon season, where SAMY will support a broader influencer-led activation program throughout the year.
Through this partnership, Radox aims to deepen its understanding of the motivations and behaviors shaping these audiences, while tapping into the shared social language that connects them—allowing the brand to show up in ways that feel native and relevant across platforms.
Paul Hickey, Managing Director at SAMY, 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.”
