With the natural deodorant category poised for 25% growth in the next five years, we created an integrated campaign for D2C brand AKT to drive subscriptions, advocates, and future investment.
In a category where efficacy is low, the brand had a secret weapon – two ex West End actors as founders, who had tested the product under rigorous stage conditions. We used this story as a central pillar, positioning the product as the only 100% plastic free and recyclable natural deodorant balm that actually works.
The campaign included affiliates, influencers, earned media and founder profiling linked to a round of significant investment. AKT won the coveted Harper’s Bazaar Best Deodorant 2020 award resulting in an uplift in subscriptions.