Case Study: Selfridges sells out iDO Deodorant with Socialtrend

Selfridges sells out iDO Deodorant with Socialtrend after a 77% lift in in-store requests

Selfridges faced the challenge of launching iDO, a new and innovative tech-enhanced deodorant, with no existing brand recognition in the competitive UK retail space. Their goal was to quickly generate attention, drive product trial, and increase in-store footfall within a short launch window. To address this, they partnered with the vendor Socialtrend.

Socialtrend implemented a targeted multi-platform social media strategy using Instagram and Meta. The solution involved hyper-focused audience targeting, collaborations with tech and lifestyle influencers to create buzz, and paid social ads with clear calls-to-action. This approach successfully sold out the product, drove a 77% increase in in-store requests, and achieved over 550,000 organic views. The campaign also generated a 32% uplift in footfall at targeted locations, making iDO one of Selfridges' top-selling products of the year.

Selfridges