Introduction to Quicesa and influencer marketing strategy for Sanicentro

Quicesa, a family-owned company with over half a century of experience in the chemical industry, operates in two business divisions: CLEANING SOLUTIONS, dedicated to manufacturing products for household cleaning and hygiene, and WATERCARE, specialized in producing chlorinated products for water disinfection. One of its prominent brands is Sanicentro, offering cleaning and disinfection products.

In early 2023, the company aimed to enhance awareness of its new range of Sanicentro Unblockers through authentic testimonials and content on Instagram and TikTok, as well as reviews on its website, with the additional goal of expanding its social media followers to build a committed community.

Campaign Execution and Results

To achieve this, 100 nano profiles experiencing drainage blockages or slow drains in bathrooms or kitchens, and who had previously used products from other brands to prevent blockages, were selected. These profiles were divided into two groups based on their preferred platform: Instagram and TikTok.

Each influencer received a pack containing three products: a bathroom unblocker, a kitchen unblocker, and a preventive action product. They were provided with detailed information about the benefits of each product and instructed on its proper usage. Subsequently, the influencers tested the products as per the instructions and shared ASMR content and tutorials on their social media to showcase their experience with the products.

Impact and Influencer Testimonials

The outcome was the publication of 153 user generated contents (UGC), which garnered 504K online impressions. Additionally, they gathered 549 new followers on Instagram and 117 reviews were written on Sanicentro’s product pages on the website, nearly quadrupling the initial target. Participants expressed their complete satisfaction with the products, awarding them a 5/5 star rating. Some testimonials included:

Kitchen: “I have always bought store brand unblockers, and this one is well worth it, not only for its effectiveness but also for its value. You need to use very little compared to others I have used.” – nano influencer

Bathroom: “I used to use unblockers for all general pipes, and not all blockages are the same. I am delighted. The bathroom drain has always given me the most trouble due to soaps and hair. What I like most is that with the side window, you can see the exact amount used. I will buy again.” – nano influencer

Preventive Action: “This product has truly changed our lives… we know it’s better to prevent than regret, and blockages are those unexpected issues that overwhelm and disrupt us. Since I discovered it, I have been squirting a little down the kitchen sink and shower every 15 days, and I haven’t had slow drains again!!! It’s a total game-changer!”– nano influencer

Finally, when asked for their opinion on the products, they emphasized their effectiveness and speed. 95% stated they would recommend Sanicentro to their circle and plan to purchase one of the 3 products upon completion of the campaign.

Scroll down to discover the KPIs.