Case Study — Swisse
14.8M views from a 25-creator intent campaign
A long-term partnership turning influencer campaigns into measurable purchase intent.
Instagram
Overview
Wellness · Supplements · Multi-campaign — a long-term partnership turning influencer campaigns into measurable purchase intent.
The Challenge
- Earlier campaigns produced strong reach but unclear commercial outcomes.
- Swisse wanted Indian creator marketing to deliver measurable purchase intent, not vanity metrics.
- No line of sight from a creator post to an actual buyer.
Our Approach
The Strategy
- Shifted from awareness-led briefs to intent-led mechanics.
- The hero campaign used a comment-to-link mechanic — viewers dropped a comment to receive the purchase link by DM.
- This turned passive viewing into an active declaration of intent.
Creator Selection
- Skincare-focused creators with proven trust in the category.
- Audiences matched to the glutathione supplement's buyer profile, not to follower count.
Mechanic Design
- Comment-to-link CTA — viewers commented to opt in.
- An automated DM delivered the purchase link with creator-specific tracking.
Hook Design
- Hooks tested for curiosity and intent rather than entertainment value.
Long-term Partnership
- Ongoing campaigns through 2025-26 across multiple Swisse SKUs.
- Each one measured against the Layer 1-4 ROI framework.
Featured content
The Results
14.8M
Views
25
Creators
2.3K
Shares
- 14.8M views across 25 deliverables from 25 creators.
- 2.3K shares and 13.1K likes, at a 0.721% average engagement rate.
- The top reel drew 3.1M views on its own, with two more clearing 1.3M each.
- The intent mechanic's best post ran at a 3.156% engagement rate — mid-pack on views, top of the table on engagement.
What we learned
Intent-based mechanics surface buyers that engagement metrics miss. The highest-engagement post in this campaign sat well down the table on views — reach and intent are not the same ranking, and only one of them predicts a purchase.