Campaign: The campaign centers on the provocative tagline, "Don't Smell Like Your Ex," to launch a new exfoliating wash. By tapping into a relatable and emotionally charged idea, it aims to spark conversation, drive social sharing, and generate buzz. The concept is designed to be memorable, rooted in a recognizable truth, and highly talkable, helping the new product gain attention and cultural relevance.
Influencer Strategy:
Partner with 30+ influencers across all tiers to create buzzworthy, entertainment-first
content. The mix included fragrance KOLs, skin-fluencers, viral exes and witty lifestyle/comedy creators, ensuring broad reach, authentic product storytelling, and highly shareable content that drives conversation around the launch.
Results:
29 Creator, 74 Post Across TikTok & IG
607.01K Engagement
81.9M Reach
$3M EMV
Mailer Strategy:
The "Smell like your ex-Foliating Body Wash" mailer was built to be filmed. Seeded to skinfluencers, Suave VIPs and brand advocates, plus the internet's favorite viral exes to push the campaign hook into culture. Rounded out with broad, no-obligation gifting across mid-tier, micro, and comedy/lifestyle creators to max out organic mentions.
Results:
380 Mailers
1321 Creators, 183 Posts
48.2% Post Rate
6.5x EMV-to-Investment Ratio
