Comfort Aroma
Comfort Aroma Perfumistic transformed the mature South African fabric conditioner market by shifting from functional marketing to a luxurious, perfume-inspired experience.
Shoppable Armpits
Armpits across Instagram become Degree's newest e-commerce stores
- Office
- Argentina
- Client
- Unilever
What better opportunity for a deodorant brand than shoppable armpits?
Our social commerce campaign for Degree on Instagram turns people's armpits into real stars. Instagram is full of people showing off their bodies, but people's armpits never make the spotlight for a deodorant brand that presents a unique opportunity.
The brief had a complex objective of inspiring people to buy deodorant through e-commerce rather than a pharmacy or supermarket and do it.
No big deodorant brand has a social commerce presence, and Degree wanted to be the first. When it comes to having direct access to products people want, nothing is out of bounds, not even trivial deodorant.
Traditional retail outlets are dominated by many deodorant brands – leaving social commerce as a space wide open for brands to capture a leadership role. With the emergence of social commerce and its steady growth, Degree saw an opportunity no other deodorant brand was taking advantage of.
"Sweat season is here," we said. So let's open the new Degree stores where people need their armpits. Degree was the first major US deodorant brand to open a social e-commerce store and did it in an unexpected way that demanded attention, spiked social engagement, and drove massive foot traffic to this new type of e-commerce store. Degree compelled people to take notice and browse their portfolio of products by leveraging the exact place people needed the product. Degree was the first to call armpits across Instagram the official place to find Degree Deodorant.
With a fantastic amount of armpit content, our shop was flooded with traffic. Consumers flocked to browse Degree products, achieving +87% higher store visits than the average campaign with similar paid media investment. By the end of the campaign flight, the "Shoppable Armpits" e-commerce store was visited 122,767 times – helping establish a clever and intuitive new way to buy deodorant.
