Home Care brands have not been particularly successful or active on Instagram. Fewer brands in L2’s Digital IQ Index: Home Care are active on Instagram than on Pinterest, 35% vs. 20%. Dreft, however, has managed to multiply its Instagram audience by 12,000% through a celebrity partnership with new dad Kevin Jonas and his wife Danielle . Kevin announced their baby’s birth in a Dreft-branded Instagram post and Danielle tweeted that she loved using the brand of detergent for her daughter. She asked her 1.2 million fans to follow the brand, and promoted Dreft’s app with a tweet saying it was the only way she could track her baby’s milestones. (Dreft’s Amazing Baby Days app allows users to create and share albums of their baby’s milestones.)
Dreft’s baby Jonas-related posts received 8,822 interactions at the time of the study, while the average brand post received 633. However, the true impact of the celebrity couple is realized on their Dreft-related posts, which have 109,747 and 80,679 interactions on average.