From Shelf to Sell-Out

Selfridges x iDO Deodorant

Precision Targeting Meets Premium Aesthetic, A Multi-Platform Launch That Sold Out Fast.

Channels Targeted

Achievements

77% increase in in-store product requests during the campaign period


32% uplift in footfall at geo-targeted Co-op locations vs control stores


550,000+ organic views across Instagram & Facebook

We helped launch one of Selfridge’s most innovative product – iDO deodrant a futuristic deodorant powered by air-drying tech turning an unknown challenger brand into a sell-out sensation through bold, data-led social storytelling.

The problem

Launching a New Product With No Name Recognition In One of the UK’s Most Competitive Retail Spaces

Selfridges brought in iDO, a tech-enhanced, refillable deodorant that needed one thing fast: Attention.

The product was smart, sustainable, and totally new to market but without a loyal audience or recognisable brand, it risked being overlooked.

The challenge? Get early adopters talking, drive real trial, and generate in-store footfall, all within a short, high-pressure launch window.

The Strategy

Influencers. Impressions. Impact.

We crafted a targeted launch strategy that cut straight to the product’s core demographic tech-savvy early adopters and sustainability-minded shoppers. Here’s how we made it land:

  • Hyper-focused targeting across Instagram, Meta, and lifestyle verticals
  • Creator collaborations with smart-home influencers like @smartehrwld to generate UGC buzz
  • Strategic paid social boosted key assets to extend reach and drive urgency
  • Clean, minimal visuals with bold product messaging to stand out in-feed and on shelves
  • Retail-first content designed to connect online buzz with offline purchase moments

The Creative

Clean Looks. Clean Feeds. Clicks That Convert.

We built a campaign rooted in aesthetic precision and tech confidence, pairing sharp visuals with creator-led storytelling and bold CTAs.

From in-store styling to lifestyle posts and paid retargeting, every asset was designed to drive consideration and conversion.

Highlights include:

  • Creator reels that unpacked the tech-powered benefits of the iDO
  • Monochrome static content mirroring the sleek design of the product
  • Caption copy focused on innovation, refillability, and exclusivity
  • Paid assets with direct swipe-up CTAs to Selfridges product page

RESULTS

Product Sold Out. Hype Didn’t

The iDO didn’t just launch, it became one of Selfridge’s top-selling product drops of the year. A product few knew about became a product everyone wanted.

Engagement skyrocketed as creator-led video content drove clicks, comments, and conversation across Instagram.

Influencer reels became standout performers, turning niche product awareness into social buzz and buyer intent.

Product demand surged post-launch, with the iDO selling out faster than forecast and prompting urgent restocks.

IDO isn’t just selling out it’s changing the game. And Selfridge’s strategy is setting the tone for conscious cool.

WANT YOUR NEXT LAUNCH TO SELL OUT?

We’re a social media agency built for brands that want results. 

Whether it’s a debut product or your next hero range, we help brands go from launch to sold-out status with smart, scroll-stopping content.

15M

Followers built over a decade, transforming brands into industry leaders with loyal, engaged audiences.

500M

Global views generated through groundbreaking viral campaigns that captured attention and drove conversations.

£20M

Revenue delivered directly to clients, showcasing the measurable success of our strategies.

2B

Impressions achieved across platforms, keeping brands visible and top-of-mind in competitive markets.

Testimonial

Working with Socialtrend has completely transformed our social media strategy. Their innovative approach to organic growth helped us build an engaged audience and achieve incredible reach. They truly know how to turn creativity into results, and we’ve seen a significant impact on our brand presence.

Testimonial

The team at Socialtrend is exceptional. From crafting viral campaigns to driving authentic engagement, they’ve elevated our social media game beyond expectations. Their ability to combine trend-savvy content with measurable results has been invaluable for our brand.

Let's Talk

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Contact Us

UK Office:
Phone: 0161 726 5937
10th Floor, 3 Hardman Street,
Manchester,
M3 3HF

US Office:
Phone: +1754 276 6385
1360 Sutherland St,
Los Angeles,
CA 90026