Case Study
SKIP EXTRA DETACHANT

Challenge: Compete, Convince, and Convert – Reaffirming Skip’s Relevance in Laundry Care

Skip, a leading laundry brand, wanted to strengthen its position in the French detergent market and take on its main competitor, Ariel. The challenge was to boost awareness, recruitment, and education by leveraging authentic voices — real consumers who use washing machines and prefer capsule formats.

The campaign needed to:

1. Raise awareness – Enhance Skip Capsules’ visibility and credibility through authentic online influence missions and user-generated content.
2. Recruit new consumers – Drive trial and adoption via targeted sampling and personal recommendations.
3. Educate and reassure – Demonstrate the benefits of Skip Extra Détachant versus competitor caps to increase confidence and preference.

Strategy: 8,000 Nano Influencers to Spark Real-Life and Digital Advocacy

To meet these ambitious goals, we launched a large-scale nano influencer program designed to merge authentic storytelling with measurable impact.

Selection

We carefully identified and selected 8,000 nano influencers who matched the brand’s target audience — everyday laundry users, equipped with washing machines and familiar with capsule formats. Through a detailed pre-screening and individual application process, only the most relevant and engaged profiles were chosen to represent Skip.

Activation

Each participant received Skip Extra Détachant capsules to test and share within their personal circles. They were supported throughout the campaign with dedicated educational materials and inspiration to help them become confident, informed brand advocates.

These ambassadors generated a powerful combination of offline recommendations and online content, sharing their experiences through authentic posts, stories, and testimonials across social media platforms.

Measurement

To ensure long-term engagement and collect valuable insights, we invited participants to share their feedback and perceptions of the product after testing — helping Skip strengthen loyalty and refine its future communication strategy.

Results: 15M Online Impressions & a Wave of Brand Love

The campaign successfully transformed 8,000 nano influencers into true brand experts, creating significant visibility and trust for Skip Extra Détachant.

Key Results:

• 967k offline impressions generated through personal recommendations
• 15M online impressions across social networks
• +13k total pieces of content published
• 98% of participants would recommend Skip
• 94% would recommend Skip Extra Détachant
• 4.6/5 average product rating

What Participants Said

Participants not only shared their enthusiasm online but also expressed genuine satisfaction with the product’s performance:

“Thank you for letting me take part in this project — I loved this detergent! Try it once and you’ll adopt it 👌🏻 It’s already on my next shopping list.”
— Loulou170578