AirWick, Reckitt Benckiser
Influencer marketing, Content & social
Using relateable comedy influencers to tackle a taboo topic when re-launching VIPoo.
AirWick were re-launching VIPoo in the UK as the must have product to provide embarrassment free pooing.
The problem is, the topic surrounding the product is not one people broach readily. We needed to provide a forum for open discussion of ‘poo-roblems’ and create a campaign which would appeal to a broad audience to tackle stigmas of embarrassment and shame.
Generating a 468% sales uplift in December 2017
We briefed a team of comedic influencers, (strategically picked to cover a variety of audience bases), to bring the topic of poo shame to life and subtly promote the use of VIPoo. We briefed our influencers to create the content they believed would drive the highest engagement with their audience base, whilst also delivering key messages about the product.
The result was that we saw huge levels of engagement, up to 40%! With content reaching over 4 million people, with videos being viewed over 1.9m times. With one video being #12 in YouTube’s top trending videos globally.
Best of all, this activity was the second highest contributing factor to a 468% uplift in sales in December – a key sales time for the brand.
This was a
Influencer marketing & Content & social
Project for Airwick