Palmolive Case Study
The Brief
The Brief
As Palmolive’s dedicated UGC content agency, our objective was to deliver a high-performing, social-first content strategy across Instagram and TikTok. The collective goal was ambitious, but We Are SNS were up to the challenge. We aimed to reach 6.8 million people through authentic, creator-led content that would drive both awareness and meaningful engagement. Alongside reach, the brief focused on increasing followers month on month, strengthening brand visibility and establishing a scalable UGC management framework to support long-term growth and performance optimisation.
What We Did
Content
Influencer
The Approach
Our approach centred on a carefully curated creator strategy designed to produce platform native UGC that aligned with Palmolive’s bold and vibrant identity. As a specialist UGC content agency, we implemented a structured UGC management process to ensure consistency, quality and measurable impact across all activity. This included refining creator selection, strengthening briefing documents to reduce post shoot revisions, and ensuring essential messaging, usage guidance and brand do’s and don’ts were clearly defined at the outset.
We learned early on that clarity within briefs was critical. Creators responded most positively when messaging was focused on one clear hero benefit rather than multiple product claims. We also introduced clearer guidelines around product usage, particularly shower versus bath content, while remaining mindful of authentic customer behaviour. For any child focused content, we ensured adult presence was clearly communicated as a non negotiable requirement.
Creatively, we prioritised natural voiceovers, everyday rituals and conversational storytelling. Interactive captions that invited participation proved particularly effective in driving comments and deeper engagement. This community led approach strengthened the authenticity of the UGC while maintaining alignment with brand tone.
In Q1, 9 creators delivered 9 posts across Instagram and TikTok. While data access limitations restricted full contextual analysis, early engagement signals were strong. We requested access to Ads Manager to enable more robust, data-led optimisation for Q2 and beyond.
In Q2, the strategy evolved towards sensory-led storytelling and wellness narratives. ASMR style visuals, calming sound-on moments and product texture close-ups resonated strongly with audiences. This approach made key benefits feel natural rather than overly promotional, increasing watch time and engagement. Integrating Palmolive into self-care routines and everyday wellness moments positioned the product as an essential part of seasonal rituals.
In Q3, pay-off first storytelling proved highly effective. Content that opened with visible results such as compliments, glow moments or confidence gains captured attention immediately before introducing the product as the reason behind the outcome. Parenting humour, small daily wins and relatable lifestyle moments helped maintain authenticity and trust. This reinforced the importance of allowing products to appear naturally within real behaviour rather than overt messaging.
Q4 marked a significant performance uplift. The ad hoc Bathers of Britain activity introduced fresh, culturally relevant moments that complemented ongoing UGC. Visually pleasing, aesthetic content performed strongly on TikTok, reinforcing Palmolive’s natural and self-care positioning while maintaining a native platform feel. Increased feed presence supported higher visibility and engagement throughout the period.
The Results
We built Palmolive a structured and scalable UGC management model that balances brand control with creator authenticity. Through iterative optimisation, refined briefing processes and a clear understanding of platform behaviour, we have established a sustainable content ecosystem capable of delivering both reach and meaningful engagement.
In our first year, we doubled our original reach objective. Against a target of 6.8 million people, the campaign delivered a total reach of 14.1 million to date. This performance demonstrates the strength of a structured UGC management combined with authentic creator partnerships and evolving creative strategy.
On Instagram year to date, content achieved 2.3+ million reach and 2.5+ million engagements, delivering an average engagement rate of 112%. The account also recorded a follower increase of 6,054 and generated 12 million video views. On TikTok, activity generated 11 million engagements alongside a follower increase of 1,270, reflecting strong community interaction and sustained platform performance.
This case study demonstrates the power of strategic UGC when supported by strong creative direction, effective UGC management and a long-term commitment to authentic, community-driven storytelling. To see more proof of UGC’s effectiveness, check out how we delivered 31.6 million total reach for Colgate.
For more insights into our support with UGC management, check out Colgate case study, where we explain how we reached over 5.9 million engagements across Instagram and TikTok.
