Power Sheets
Arm & Hammer. US.
Leveraging influencer paid media and commerce to drive consideration and sales
The Brief
We were tasked with delivering a full-funnel influencer marketing campaign, focused on Arm & Hammer’s high quality laundry detergent sheets. Targeted at parents in the US, this campaign needed to deliver results at every stage of the marketing funnel, whilst keeping the creative aligned with our demographic.
The Strategy
We proposed combining traditional organic and paid influencer with our industry-first Amazon Ads solution. This solution, launched in November 2023, introduced influencer-led shoppable content for the Amazon advertising suite of services. Developed in partnership with Amazon, it made us the first agency in the world capable of pushing influencer content across Amazon’s Ad suite whilst keeping the look and feel of social posts.
For this campaign, it would allow us to first drive awareness and consideration with the organic and paid influencer campaigns, before retargeting audiences that have already seen this content across the Amazon retail media network on approved white-listed third party websites.
The Execution
Using Ibex, we researched the creators that best represented Arm & Hammer, could speak authentically about the product, and who we believe could drive conversions, not just engagements.
We selected nine creators, ranging from CleanTok Cary, a mum of four who posts cleaning tips, to The Cheetham Family whose content is centered around comedic family moments. These creators delivered impactful organic content which the Goat team then repurposed for influencer-led paid media, targeted at relevant audiences and optimized throughout the campaign.
Through our industry-first Amazon Ads solution, we were able to expand the campaign outside the walls of social to reach new audiences. We also retargeted audiences that had already seen the content on social with lower-funnel messaging that clicked through directly to the Amazon product page for purchase.
The Results
The results were fantastic and proved the huge potential value in combining influencer marketing with retail media and paid media.
We outperformed our KPIs for impressions and clicks by 36% and 137% respectively. Our paid media engagement rate was also 14% above industry benchmarks.
Crucially, the campaign generated an incredible $1.71 ROAS vs an industry benchmark of $0.65, enabling the Arm & Hammer team to directly attribute sales to influencer activity.
