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Category
Social Channel / Single Platform
Annual ID
OS23_SM045M
About the Work
Effortless e-commerce has become the standard as consumers don’t think twice about buying single small products in one transaction. Degree saw an opportunity and was the first big U.S. deodorant brand to open a social e-commerce store. Deodorant used to be a product consumers would never have thought to buy off Instagram - it’s just something you pick up at the drugstore. Not anymore. We did it in such an unexpected way that demanded attention, spiked social engagement, and drove massive foot traffic. We needed people to not only notice but visit our store to browse our portfolio of products. Leveraging the very place people need us, we were the first to call armpits across Instagram the official place to find Degree Deodorant. Yep, armpits. Sweaty, smelly, not photogenic. Some love them, some hate them, and most of us cover them up. At Degree, what we sell is all about taking care of armpits. Not exactly the most aesthetically pleasing media image. The armpit is a big afterthought for most people – we’re always trying to cover it up, make them smell better, and for the most part, hide them. So we bought up unwanted armpit real estate no one else wanted to buy. Now every armpit is a Degree e-commerce opportunity. The campaign launched on Degree’s owned Instagram channel with a hero #ShopMyPit short-form video across both in-feed and story video formats supported by paid media, featuring the hero lead talent, celebrity fitness trainer Melissa Alcantara. In tandem, Alcantara kicked off our influencer campaign on her Instagram handle leveraging Instagram’s new ‘collaboration’ feature in partnership with Degree’s. Influencers were briefed to open virtual “stores” to sell deodorant where people need it most: their armpits—all while inspiring movement beyond limits.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson Argentina / Buenos Aires
Wunderman Thompson / New York
Art Director
Andrés Fernandez Bonaudi
Pamela Marquez
Copywriter
Jeremías Buchelli
Johanna Medina
Animator
Leandro Ramirez
Chief Creative Officer
Bas Korsten
Daniel Bonner
Daniel Minaker
Sebastian Tarazaga
Natalia Benincasa
Creative Director
Leandro Bertoia
Pedro Botello
Designer
Romina Postoviro
Noelia Pato
Editor
Lucia Spratt
Executive Creative Director
Dominic Al-Samarraie
Susan Golkin
Group Creative Director
Daro Gonzalez
Rafa Quijano
account director
Carolina Graziano
Associate Strategy Director
Matt Confer
Business Analyst
Rodrigo Valente
CEO
Victoria Cole
Chief Growth Officer
Eliana Kaplan
Creative Operations Lead
Delfina Scalise
E-commerce Manager
Axel Marinsek
Executive Integrated Producer
Erika Dutton
Global Account Director
Sophie van Geldermalsen
Global Business Lead
Ariel Stern
Growth Director
Eudes Jover
HEAD OF ART
Fernando Rossini
Head of strategy
Cora Godoy
Integrated Production Leader
Josefina Espil
Production manager
Daniela Rivero
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