Savex is a laundry care brand with over 30 years of history, known for effective cleaning and affordable pricing. In 2024, the brand refreshed its positioning with the launch of Savex Premium Gels featuring Supreme Clean & Protect technology. The goal was to present Savex in a modern light and make it a relevant choice for younger consumers.
Challenge
Our objectives were to:
- Increase awareness of the new product line.
- Refresh Savex’s image among younger audiences.
- Create native social media content that would stand out from traditional “detergent advertising.”
Insight
Consumers aged 25–45 are switching from powders to gels: they are convenient, visually appealing, and fit modern lifestyles. They tend to trust influencers more than traditional ads, but are also quick to notice when branded content feels too promotional.
The solution: give influencers the freedom to present the product through authentic, real-life stories.
Strategy
We implemented a “small-to-big” rollout strategy:
- Launch: micro-influencers to spark buzz and generate first reviews.
- Scale-up: mid-tier influencers to expand reach.
- Final wave: celebrities and top creators to maximize visibility and add prestige.
To reach different audience segments, we worked with influencers across categories:
- Lifestyle & family — showing the product in everyday routines.
- Sports & fitness — highlighting the importance of caring for activewear.
- Fashion — emphasizing how quality washing preserves clothing.
Selection criteria included high engagement rates, relevant Ukrainian audiences, alignment with the brand’s tone of voice, and no collaborations with competitors.
Execution
Competitor analysis revealed that many campaigns relied on scripted product placement. For Savex, we chose a more native, story-driven approach.
Dozens of influencers were engaged, from microbloggers to million-follower creators.
Key formats included Reels and Stories, supported by product reviews, unboxings, and laundry care tips. While all scenarios were coordinated with the client, creators retained space for their own creativity — making the content feel authentic and relatable.
We also managed the legal side (content rights), logistics (product delivery), and financial coordination.
Results
- Nearly 6M total views across Instagram and TikTok.
- Thousands of comments and likes, plus organic mentions on X.
Influencers highlighted both product quality and fragrance: “I rarely promote laundry detergents, but this one is genuinely great — the scent is amazing!”
The campaign proved that influencer marketing in the home care category can be emotional and engaging when creators are empowered to showcase products in their own style. This approach delivered not only strong reach but also trust that translates into brand loyalty.
Let’s create one together.
