Finish, a globally leading brand that offers dishwasher tablets, has taken influencer marketing to a new level by targeting not only their main audience of female consumers, but also male consumers who live alone or take part in household chores.
To achieve this, the brand collaborated with top male Saudi influencer Hussein Mahfouz, who is known for his creative and humorous videos. In a funny sketch with his fellow Saudi influencer friend, Mosaab Al Malki, Mahfouz demonstrated the ease and effectiveness of using a dishwasher.
https://www.instagram.com/p/CnKMnd6jcqQ/
While the video was engaging and garnered a lot of attention, the focus was on the challenge between the two influencers rather than the product’s value. This highlights the importance of bridging the gap between the brand’s guidelines and the unlimited creative skills of the influencer.
In this case, the video failed to showcase the effectiveness of the Finish tablets compared to their top competitors under P&G. Additionally, the dishes used in the video were not heavily stained, which could have given a more accurate representation of the product’s strength in overcoming grease.
Influencer Marketing Republic will continue to monitor campaigns and provide best practices to help all stakeholders make the most of their available budget and local influencer talent in any influencer marketing campaign. By working closely with the brand and the influencer, agencies can ensure that the content meets the brand brief and guidelines, resulting in a successful campaign that delivers on brand value and drives noticeable impact on the brand funnel.
