Submitted by One Agency Media

Westlab Paid Media

One Agency Media built an omnichannel launch for Westlab's premium bath salts, and the 18 Instagram Reels it commissioned amassed 5,172,945 total views across Instagram.

13influencers secured
18total Instagram views

Case in 60 seconds

Westlab was introducing a new premium range of Relax, Balance and Deep Sleep bath salts and needed awareness and conversions together, which meant a launch had to build recognition and move product in the same window.

The campaign appears to turn on a bath salts range being bought on mood rather than ingredient, because the work paired city-centre presence with creator content and then geo-targeted the same cities on mobile to catch the audience close to purchase.

An omnichannel launch in which Out-of-Home, Paid Media, Programmatic Digital and Influencer Marketing each carried part of the same range story rather than any one channel being asked to do awareness and conversion alone.

One Agency Media handpicked influencers from an in-house database on brand safety, engagement rate, views, reach and personal brand, briefed them on Westlab's restrictive skin-claim guidelines, and planned content live dates with the brand so posting spread across the campaign. The Media team ran D6s and 6 sheets in London, Manchester, Birmingham, Leeds, Sheffield, Liverpool, Southampton and Brighton, while Paid Media and Programmatic Digital added geo-targeted mobile ads driving traffic to Westlab's website and Amazon and pushed influencer content across the web.

The agency reports 13 influencers secured and 18 Instagram Reels created, amassing 5,172,945 total views across Instagram, with paid ads across Meta, YouTube and TikTok delivering a greater volume of clicks, reach and an improved CTR.

Strategy Breakdown

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

Bath salt claims are constrained by what a brand may say about skin, so Westlab's restrictive brand guidelines shaped the creator process from briefing onward rather than being applied only at approval.
Based on the available evidence, Westlab set the values and the claim limits that governed which influencers were selected and what they could say, while the agency handled discovery, negotiation, contracting and scheduling.
The route to purchase was split between Westlab's own website and Amazon, which suggests the campaign accepted that awareness built on Instagram and out-of-home would convert on whichever surface the shopper already used.

Creative & Execution System

Assets & channels

  • Amazon
  • Instagram
  • Meta
  • TikTok
  • YouTube
  • 6 sheets
  • Instagram Reels
  • out-of-home D6s
  • paid ads

Partners

  • One Agency Media (lead_agency)

Creator role

  • 13 influencers

Results & Evidence

MetricValueResult type
influencers securedOur Digital team secured 13 influencers who embody all that Westlab stands for to promote their range of premium bath salts.creators_count
total Instagram viewsIn total the influencers created 18 aesthetic Instagram Reels which amassed 5,172,945 total views across Instagram.video_views

Why One Agency Media's strategy worked

  1. 1

    Briefing creators on a brand's regulatory limits before content is made shortens approval, because the constraint on skin claims is handled at the point of creation rather than discovered at the point of sign-off.

  2. 2

    Planning content live dates with the brand across a campaign spreads coverage and protects against overconsumption, which matters where a small cohort of creators posts repeatedly to overlapping audiences.

  3. 3

    Choosing out-of-home cities from regions that over-index against the target audience turns a broadcast format into a targeted one, and pairing it with geo-targeted mobile ads lets the two formats reach the same people twice.

  4. 4

    Selecting creators on engagement rate, reach and brand safety rather than follower scale reads as a fit-first approach, and a cohort of 13 producing 18 Reels suggests depth per creator rather than breadth of roster.

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