Sanex Case Study
The Brief
The Brief
As Sanex’s social media agency, we were tasked with delivering a high performing, creator-led social strategy across Instagram and TikTok. The collective objective was to reach 6.5 million people through engaging and authentic UGC that would strengthen brand visibility, increase engagement and drive sustained follower growth. Much like the Colgate and Palmolive brief, we were up to the challenge.
Alongside reach, the brief focused on driving meaningful interaction, building a recognisable and trusted brand presence, and embedding Sanex naturally into everyday routines through authentic creator storytelling.
What We Did
TikTok
UGC
The Approach
Our approach focused on building a carefully curated creator squad, capable of delivering relatable, routine-led UGC aligned with Sanex’s dermatological positioning. As a specialist UGC agency, we implemented a refined content management process to ensure consistency, authenticity, and compliance across all outputs.
This included maximising Ads Manager access to strengthen performance reporting and inform future strategic planning.
We focused on creating routine-led and everyday hygiene narratives to resonate with the target audiences across Instagram and TikTok, from calm, everyday shower routines to post-gym resets, and cosy bathroom moments. By embedding Sanex naturally into daily habits, we positioned the brand as familiar and essential rather than overtly promotional.
We tested and executed a range of content styles. Vlog-style UGC proved particularly effective, reflecting how users naturally create and consume content on TikTok. Routine-based videos also demonstrated strong potential, especially within hygiene and skincare categories where consistency and habit are key drivers of consumer behaviour.
The Results
The campaign more than tripled its original reach objective. Against a target of 6.5 million people, activity has reached 21.1 million to date. This result highlights the strength of strategic UGC when supported by clear creative direction and structured UGC Management.
On Instagram, the campaign delivered 2.1M+ reach and 2.8M+ engagements, achieving an average engagement rate of 132 %. The account also recorded an increase of 8.8K+ followers, demonstrating strong community growth.
On TikTok, activity generated 19.3M views and 43.8M engagements, alongside a follower increase of 8.2K.
As Sanex’s UGC content agency, we implemented a scalable UGC management framework capable of adapting to both growth periods and unexpected challenges. Through structured briefing, creator alignment, compliance oversight and platform first storytelling, we have built a content ecosystem rooted in authenticity and everyday relevance.
For more on the power of UGC, check out our Colgate and Palmolive case studies.
