Wonder

Log in

Research Outline

Prepared for Carla E. | Delivered October 10, 2019

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.