Gillette Venus Direct Subscription Box Creator Posts
Influencer MarketingTRIBE ran an influencer campaign in which creators posted the Gillette Venus Direct subscription box, and the agency reports a 2.85% engagement rate across the posts.
Case in 60 seconds
Gillette Venus needed to introduce Venus Direct, a customizable razor subscription box, which asks people to commit to a recurring order rather than pick up a single razor in store.
The brief frames the subscription as a way to personalize a beauty routine, so creators showing the box in their own feeds could make customization and convenience concrete rather than abstract.
The campaign set out to present Venus Direct as a personal beauty routine built around choice of handle, razor head and features, with free shipping, refills on demand and cancellation at any time.
Through TRIBE, creators were briefed to submit posts of the Venus Direct subscription box, and the page records 15 creator posts, while it does not name the creators or the platforms the posts ran on.
TRIBE reports a 2.85% engagement rate, 8399 likes and comments and 294432 combined followers across the creators, while audience comments quoted on the page respond warmly to the brand and its convenience.
Strategy Breakdown
Creative & Execution System
Partners
- TRIBE
Results & Evidence
| Metric | Value |
|---|---|
| Engagement Rate | 2.85% |
| Likes & Comments | 8399 |
| Combined Followers | 294.4K |
| Creator Posts | 15 |
Why TRIBE's strategy worked
- 1
A subscription offer with several selling points can be carried by a single, simple brief to post the box itself, because the product unboxing lets each creator show customization and convenience in one piece of content.
Results
2.4M
Reach
6.9M
Impressions
173K
Interactions