Always faced heightened negative sentiment and declining market share due to product concerns. To counter this, we launched a strategic influencer-driven campaign and thematic ad series emphasizing the “new and improved” qualities of Always. In Phase 1, influencers shared personal stories about improvement, aligning with Always’ commitment to quality. Phase 2 focused on influencers testing Always’ top three products, demonstrating their reliability. This strategy reduced negative sentiment by up to 60% and drove a significant sales uplift.

My role encompassed end-to-end campaign strategy, influencer content planning, and micro-content asset creation.