Platinum Secure Night Pads-1
Submitted by TRIBEAgency IPI Score 32/100

Always Platinum Secure Night Pads Creator Lifestyle Posts

Influencer Marketing

TRIBE ran an influencer campaign for Always Platinum Secure Night Pads in which 25 creator posts across a combined following of 546K returned a 3.90% engagement rate.

3.90%Engagement Rate
21.3KLikes & Comments

Case in 60 seconds

Always needed to show what Platinum Secure Night Pads change about night protection, which is hard because the benefit is experienced privately and the product has to be told apart from the brand's normal pads.

The campaign turns on first-person testimony rather than product demonstration, because a night pad's benefit is felt rather than seen, so the brief has creators describe their own experience with the packaging in shot to make that private benefit visible.

TRIBE asked creators to share their own experience of using Platinum Secure Night for night protection, so the difference from normal Always pads was carried by personal lifestyle imagery rather than by brand claims.

Creators submitted posts of themselves with Platinum Secure Night Pads, using lifestyle imagery that kept the packaging in shot and highlighted the difference from normal Always pads, and TRIBE reports 25 creator posts across a combined following of 546k.

TRIBE reports 21338 likes and comments and a 3.90% engagement rate, while the follower comments the page prints under Sentiment show people praising the pads or saying they want to try them.

Strategy Breakdown

The followers of participating creators, whom the brief calls their TRIBE, shown the benefits of using night sanitary pads.
Sanitary protection is a private category whose benefit is felt at night rather than seen, so Always had to make that benefit visible through creators' own lifestyle imagery.
The page positions Always as the familiar brand and Platinum Secure Night as its extension, so posts were asked to highlight the difference from normal Always pads rather than to introduce the brand.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate3.90%
Likes & Comments21.3K likes & comments
Creator Posts25 creator posts

Why TRIBE's strategy worked

  1. 1

    A brief that requires the creator and the packaging in the same shot ties personal testimony to a recognisable product, so a private category gains a visible product cue without the post turning into an advertisement.

  2. 2

    Asking creators to name the difference from a brand's existing pads gives a line extension a reason to exist, because the comparison is made inside the post rather than left for the audience to infer.

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