Scotch-Brite® is one of the most loved brands of cleaning tools by the Spanish people. Its famous claim “I can’t be without it” still resonates in the minds of many consumers thanks to the brand’s first advertisements in Spain. Its wide range of scourers provides a different product for the different needs of any household. Belonging to the 3M group, Scotch-Brite® is a love brand within its sector.

Scotch-Brite® has set itself the goal of approaching to a younger audience, an active audience on Social Media, which follows trends and obtains relevant information through networks with Instagram, Facebook… For this reason, the option of having different influencers related to the worlds of cooking and the family was considered. Now all that remained was to think about how to unite the world of influencers with the brand.

The first step was the choice of an “Influencer reference” that would be the most visible face of the action. This influencer should represent the values of the brand such as: quality, family, credibility …

Finally, the chosen one was Alma Obregón, a young baker from Bilbao who has television programs such as “Dulces con Alma” and Cupcake Maniacs. The idea was to give a Christmas pastry workshop for other influencers where the brand would be reflected and that is… we would make a cake in the shape of a scourer!

In Grupo WDi we carry out the integral management of the whole event: the search and the election of the location, the design of materials and pieces of decoration for the space and the influencers call.

To give more impact to the event we use social networks making publications in the profiles of the brand before, during and after the event.

The event was a success, many potential consumers were reached thanks to the diffusion that both guests and the brand gave from their profiles. In addition, the humorous wink of making a cake-scourer was very well received and generated many comments.