Introduction: A New Standard in Hygiene  

In a world where hygiene has become paramount, the Sofidel Group—one of the leading innovators in tissue paper solutions—took a bold step forward. Their mission: to introduce Regina Asciugamani, a disposable paper towel that is not only practical and impeccably clean but also helps combat the spread of germs and bacteria. With a touch of innovation, this towel is redefining our approach to daily hygiene. 

Target Audience: Moms and Hygiene Enthusiasts  

Aiming to reach mothers with children aged 0 to 3 who value every detail of cleanliness, as well as those who are true hygiene enthusiasts, we designed an influencer marketing campaign. This strategy sought not only to boost awareness of the new product but also to educate consumers about its benefits and how it promotes effective hygiene. 

Influencer Strategy: A Team of Ambassadors  

This initiative led to the formation of a team of 1,000 Regina ambassadors, eager to share their experiences. The team comprised 990 nano and 10 micro-influencers from our trnd community—mostly moms who understand the importance of maintaining a safe, clean environment for their little ones. For them, quality is paramount when choosing hygiene products, and Regina Asciugamani promised to meet those high expectations. 

The Magic of Macro Influencers  

To further amplify the message, two macro influencers joined the campaign: @federica_braidotti, a mom who shares her family life, and @maria_homesweethome, a renowned home cleaning expert. With creativity and authenticity, these influencers produced engaging content that showcased the benefits of Regina Asciugamani, expanding the campaign’s reach and capturing the attention of new consumers. 

The #ReginaAsciugamaniChallenge  

To inject even more dynamism into the campaign, we launched the #ReginaAsciugamaniChallenge. Nano and micro-influencers were invited to try the towels and share their favorite moments of use on social media. They challenged their friends: who could grab a towel with just one hand? This fun and interactive challenge not only entertained but also sparked conversations about the product’s benefits, forging genuine connections among users. 

Results That Speak for Themselves  

The campaign delivered impressive results, generating 1,934 posts that garnered over 6.7 million organic impressions. With an extra boost of 370K impressions from paid influencers, the brand reached a wider audience than ever before. Additionally, 262K personal recommendations circulated among friends and family, and over 19K consumers tried the product—giving it a 9/10 rating for its practicality. Notably, 94% of participants said they would continue recommending Regina Asciugamani, and 84% confirmed they would repurchase it. 

Conclusion: A Bright Future for Regina  

The influencer marketing campaign not only boosted Regina Asciugamani’s visibility but also educated consumers about its benefits, establishing a new benchmark in the hygiene solutions market. With its fresh and authentic approach, Regina Asciugamani is here to stay, offering families the peace of mind they deserve.