Amazon Grooming Creator Content Campaign
Influencer MarketingPulpkey ran a creator campaign for Amazon's grooming category across grooming, skincare and beauty creators, and the agency reports 3.15M views from 17 pieces of content.
Case in 60 seconds
Amazon wanted to promote a grooming category running from trimmers and razors to personal care essentials for both men and women, and the content had to feel native to real grooming routines rather than like advertising.
The page frames grooming as self-care, and the campaign turns on that framing because a routine the viewer already recognises carries a product mention more easily than an advert, so Amazon could stay in the background rather than lead.
Pulpkey set out to normalize grooming as self-care and spark curiosity about Amazon's product range during key sale windows, with Amazon presented as the place where grooming tools are easily accessible and affordable.
Pulpkey worked with 17 creators across grooming, skincare and beauty segments, who made product reveals, haircare hacks and favourite grooming tool showcases, each designed to be relatable and visually polished while keeping Amazon's utility front and center.
Pulpkey reports 3.15M views, 1.24M reach, 121.7K total likes and 1.9K total comments across 17 pieces of content, alongside 90K saves and 55K shares, which places the strongest response in saves rather than comments.
Strategy Breakdown
Creative & Execution System
Partners
- Pulpkey
Creator role
- ipankajarora — creator
- amulyarattan_ — creator
- krina_pathak — creator
- chhavitripathiofficial — creator
- meenakshiikarmakar — creator
- risha_niranjan — creator
- aishwaryabansal_ — creator
- deepikashindey_ — creator
- mrinalidass — creator
- simranbalarjain — creator
- vartikalifestyle — creator
- sidhi_luthra — creator
- ishh_ — creator
- irfann__khan — creator
- theinformalfreak — creator
Results & Evidence
| Metric | Value |
|---|---|
| Creators | 17 creators |
| Content Made | 17 pieces |
| Views | 3.15M views |
| Reach | 1.24M reach |
| Total Likes | 121.7K likes |
| Total Comments | 1.9K comments |
| Saves | 90K saves |
| Shares | 55K shares |
Why Pulpkey's strategy worked
- 1
With 90K saves against 1.9K total comments, routine-led formats such as haircare hacks and tool showcases behave as reference material that viewers keep for later rather than as prompts for conversation.
- 2
Positioning a retailer as the destination for a whole category rather than for one product lets creators from grooming, skincare and beauty all feature it, because the range gives each creator a product that fits their own routine.
- 3
Tying routine content to key sale windows gives an affordability message a reason to land, because viewers already weighing purchases during a sale event are more receptive to a reminder of where to buy.