Creative-first social agency, Buddy Media Group, has announced its partnership with personal care company Edgewell to manage its UK (and select areas of wider Europe) social media presence on Instagram and TikTok across five key brands: Hawaiian Tropic, Bulldog, Intuition, Wilkinson Sword, and Cremo.

The partnership is focused on delivering creative excellence via social media platforms and utilising influencer partnerships to drive growth in both community engagement and direct sales, both online and in-store.

Buddy Media Group will oversee social media management, including content creation, influencer collaborations, paid media amplification, and key campaigns for product launches and brand moments.

“Partnering with Buddy Media Group is a major step in elevating Edgewell’s social media presence,” said Alexandra Douglas, Marketing Director UK at Edgewell.

“We have some amazing brands, and we want to strengthen the connection our audience has with them. Sam and the team’s approach to content, influencer partnerships, and paid media is exactly what we need to build excitement and foster the connections we’re seeking.”

Sam Budd, CEO & Founder of Buddy Media Group, added: “We are excited to partner with Edgewell and elevate their social media presence.

“Our goal goes beyond just managing social media; we aim to create meaningful conversations, generate excitement, and deliver content that sparks real, authentic connections. We want to build stronger relationships between these brands and diverse communities, both online and offline.”