No big deodorant brand has a social commerce presence. Degree wants to be the first to open a store. When it comes to having direct access to products people want, nothing is out of bounds, not even trivial deodorant.

Sweat season is here. Let's open our new Degree stores where people need us most—armpits. Degree was the first big U.S. deodorant brand to open a social e-commerce store. We did it in such an unexpected way that demanded attention, spiked social engagement, and drove massive foot traffic to our new e-commerce store. We needed people to not only notice but visit our store to browse our portfolio of products. Leveraging the very place people need us, we were the first to call armpits across Instagram the official place to find Degree Deodorant.

The body care and deodorant market is expected to reach almost $7.7 billion in total 2022 retail sales, an increase of almost 7% compared to 2021. However, when accounting for inflation, the market is expected to be flat in 2022 compared to the previous year.

On top of that, usage amongst Gen Z consumers is significantly lower compared to older generations, creating an opportunity to market to this demographic.1

Degree saw an opportunity to differentiate itself in how we sell deodorant and how we show up creatively for both existing consumers and our growing younger consumer base within the Gen Z cohort.

To date, no other ‘big’ deodorant brand (e.g. Old Spice, Secret, etc.) had a social commerce presence. Degree wanted to be the first—and show up differently than a typical deodorant product ad in a place where younger consumers spend significant screen time, Instagram.

The campaign launched on Degree’s owned Instagram channel with a hero #ShopMyPit short-form video across both in-feed and story video formats supported by paid media, featuring the hero lead talent, celebrity fitness trainer Melissa Alcantara. In tandem, Alcantara kicked off our influencer campaign on her Instagram handle leveraging Instagram’s new ‘collaboration’ feature in partnership with Degree’s .Influencers were briefed to open virtual “stores” to sell deodorant where people need it most: their armpits—all while inspiring movement beyond limits.W e partnered with 37 influencers from macro (Melissa Alcantara 1 million + followers ) to micro (8K-80K followers) creating 87 pieces of unique content.

Struck by the absurdity of armpit content, our shop was flooded with foot traffic as consumers flocked to browse our products, +87% higher than the average campaign of similar paid media investment. By the end of the 15-day campaign flight, our store was visited 122,767 times establishing awareness and understanding of a new way to buy deodorant.