Degree - "Shoppable Armpits"

As well as making us all feel that we and our lives should be more beautiful, Instagram has evolved into a compelling e-shopping platform. So deodorant brand Degree (called Rexona in other markets) teamed up with Wunderman Thompson Argentina to take advantage of this in a smart way. Not underground marketing, but underarm. How did it work? The brand partnered with athletes and influencers, who all tagged their armpits with a shoppable link. (Even the Statue of Liberty joined in.) Thanks to the tags, the brand’s Instagram store saw visits increase by 87%, with 122,767 visits during the campaign period. Raise your arms if you’re impressed. But only if you’re wearing deodorant.