Non-beauty brands don’t usually dabble in influencer marketing. However, Band-Aid defied the odds with its campaign “Stick With It,” the success of which exemplifies how influencer marketing can enhance brands in any category.
Before “Stick With It,” Band-Aid had no Instagram. When the campaign launched in 2017, it began on YouTube with a video featuring performer Kelly Rowland, before promptly turning its focus to Instagram. This was a smart move, as 72% of Instagram users report making purchase decisions based on something that they saw while browsing the app—even though the brand failed to seamlessly direct visitors to points of purchase.
Using the hashtag #StickWithIt across platforms, Band-Aid teamed up with athletes and dancers to showcase their stories of perseverance in the face of setbacks. With no established following on Instagram, the brand relied on influencers such as Rowland and Clint Dempsey to reach audiences, making them ambassadors for the brand and its products.
Although the brand did not garner many Instagram followers through the campaign, Band-Aid’s site received attention. Mobile traffic increased substantially in the months following the April campaign. Starting in June, site traffic doubled every month, according to Gartner L2’s Digital IQ Index: Personal Care. Anticipating this momentum, Band-Aid dedicated a page of its brand site to the campaign. The success of this social campaign demonstrates how personal care brands in non-beauty categories can still effectively use influencers to distinguish themselves to consumers.