Submitted by The Goat AgencyAgency IPI Score 57/100

Arm & Hammer Power Sheets

Influencer Marketing

A full-funnel influencer campaign for Arm & Hammer's Power Sheets, with agency-reported results of $300K in sales at a 1.71 ROAS.

1.71ROAS
$300KSales
194KClicks
96MImpressions
+14%Engagement vs benchmark

About the campaign

Arm & Hammer needed to drive awareness and purchase of Power Sheets laundry detergent among US parents, with sales directly attributable to influencer activity. Laundry detergent is a low-involvement FMCG purchase and the sheet format needed parents to notice and try it, while organic reach alone would not hit lower-funnel conversion goals. The Goat Agency worked from a simple insight: creator content does not have to stop at awareness, and re-served as paid media to the audiences it has already warmed up, including inside Amazon's ad suite, it can carry the purchase step too.

The idea ran one set of creator content across the full funnel: organic posts for awareness, influencer-led paid social for engagement and social-styled Amazon ads for conversion. Nine creators, selected with the agency's IBEX data tool and ranging from CleanTok Cary to The Cheetham Family, posted organic content that was repurposed as paid social and pushed into Amazon's ad suite, retargeting viewers with links straight to the product page.

Treating creator content as a full-funnel asset let the same posts serve awareness, paid engagement and retail-media conversion, and keeping the social look and feel inside Amazon's placements preserved the trust of the original content at the point of purchase. The Goat Agency reports 96M impressions, 194K clicks, paid engagement 14% above benchmarks and $300K in sales at a 1.71 ROAS against a $0.65 industry benchmark, plus a GIMA Silver. Every figure comes from the agency's own case study, with no client, press or award-body confirmation, and campaign dates, budget and the specific platforms used are not disclosed.

Case in 60 seconds

Arm & Hammer needed to drive awareness and purchase of Power Sheets laundry detergent among US parents, with sales directly attributable to influencer activity. Organic reach alone would not hit lower-funnel conversion goals.

Creator content does not have to stop at awareness. Re-served as paid media to the audiences it already warmed up, including inside Amazon's ad suite, it can carry the purchase step too.

Run one set of creator content across the full funnel: organic posts for awareness, influencer-led paid social for engagement, and social-styled Amazon ads for conversion.

Nine creators, selected with the agency's IBEX data tool and ranging from CleanTok Cary to The Cheetham Family, posted organic content that was repurposed as paid social and pushed into Amazon's ad suite, retargeting viewers with links to the product page.

The agency reports 96M impressions, 194K clicks, paid engagement 14% above benchmarks, and $300K in sales at a 1.71 ROAS against a $0.65 industry benchmark, plus a GIMA Silver. No figures are independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Parents in the US, reached through creators they already follow, from a parent posting cleaning tips to a comedic family account.
The sources do not describe a specific cultural tension. The campaign leaned on relatable parent creators rather than a cultural moment.
Laundry detergent is a low-involvement FMCG purchase, and the sheet format needed parents to notice and try it. The campaign also had to prove direct sales attribution, which organic influencer work rarely offers.
Arm & Hammer showed up through trusted parent creators, and the ads kept the look and feel of social posts even inside Amazon's ad placements.
People who have already seen a creator use a product are more likely to convert when retargeted with lower-funnel messaging that links straight to the purchase page.

Creative & Execution System

Assets & channels

  • Organic influencer posts on social media
  • Influencer-led paid social ads
  • Amazon Ads using influencer content styled as social posts, linking to the Amazon product page

Partners

  • The Goat Agency
  • Nine creators including CleanTok Cary and The Cheetham Family

Participation mechanic

  • Retargeting of users who had already seen the influencer content on social
  • Direct links from Amazon ads to the Arm & Hammer product page

Creator role

  • Created organic content later repurposed as paid media
  • Roster spanned cleaning-tips parent content and comedic family content, selected via the agency's IBEX data tool

Results & Evidence

MetricValueResult typeConfidence
Attributed sales$300KsalesAgency reported
ROAS1.71efficiencyAgency reported
Impressions96MreachAgency reported
Clicks194KtrafficAgency reported
Paid media engagement14% above industry benchmarksengagementAgency reported

Awards & Recognition

Award showYearCategoryResultSource
Global Influencer Marketing AwardsNot statedBest Commerce CampaignSilver—

Why The Goat Agency's strategy worked

  1. 1

    Treating creator content as a full-funnel media asset let the same posts serve awareness, paid engagement, and retail media conversion instead of stopping at reach.

  2. 2

    Retargeting people who had already seen the influencer content on social meant lower-funnel Amazon ads landed on a warmed-up audience, which the agency credits for the 1.71 ROAS.

  3. 3

    Keeping the social look and feel of creator posts inside Amazon's ad suite preserved the trust of the original content at the point of purchase.

  4. 4

    Data-led creator selection through IBEX matched niche cleaning content and broad family comedy to the same parent audience, covering both product demonstration and reach.

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