Toiletry Brands Using Influencers

Goals

To find out how toiletry brands are using influencers to drive purchase in-store in order to explore new ways to get consumers to buy toothpaste through earned PR efforts.

Early Findings

  • Tom's of Maine, a personal care products manufacturer, selected microinfluencers (people with 500-5,000 followers) for their campaign.
  • Their campaign allowed them to boost their engagement by 600%.
  • "Through the campaign, the brand also managed to accomplish another goal, which was to gain customer insights using feedback, reviews, and surveys."
  • Old Spice also created a campaign with social media influencers.
  • They created YouTube videos and Instagram posts including 6 YouTube videos with a total of over 2 million views.
  • They offered prizes to their followers for making a shape with their exercise routine.

Proposed next steps:

You need to be the project owner to select a next step.
Our initial search suggests that case studies that show influencer marketing drives in-store purchases may not be publicly available, however, there are tons of case studies on influencer marketing with success metrics (not in-store sales but other things like those mentioned above). We recommend continuing the research to find 2-3 case studies of toiletry CPG brands that used influencers. For each case study, we will provide a description, objectives, strategy used, success metrics, and any other relevant information. Please specify if this is for the US.
Alternatively, we can provide 2-3 case studies for CPG brands in general and not focusing on toiletry brands and then try and find case studies that show that influencer marketing drives in-store purchases. If that information is not available, we will then switch to finding case studies of CPG brands on influencer marketing. For each case study, we will provide a description, objectives, strategy used, success metrics, and any other relevant information. Please specify if this is for the US.