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.
Shoppable Armpits
Armpits across Instagram become Degree's newest e-commerce stores
Client
- Unilever
Office
- Argentina
What better opportunity for a deodorant brand than shoppable armpits?
The brief had a complex objective of inspiring people to buy deodorant through e-commerce rather than a pharmacy or supermarket and do it.
Leandro Bertoia
Creative Director - VML Argentina
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.
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Awards
2023 El Ojo de Iberoamérica
Social Commerce & Influencers
Gold
2023 El Ojo de Iberoamérica
Actions on Social Platforms and Co-creation of Content
Silver
2023 FIAP
Innovation in Direct Marketing
Silver
2023 FIAP
Innovation in Social Media
Silver
2023 FIAP
Best use of Influencer
Bronze
2023 FIAP
Social Content
Bronze
2023 Echo Latam
Health, Wellness and Pharmaceuticals
Silver
2023 Echo Latam
Best use of Social Media
Silver
2023 New York Festivals
Innovative use of Channel
Bronze
2023 El Sol
E-commerce
Silver
2023 One Show
Social Media Single Platform
Merit Award
2022 Diente
Interactive
Grand Prix
2022 Diente
Social Media Activation
Gold
2022 Diente
E-commerce
Gold
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