Secret Uses Creators to Target Young Professionals
During college graduation season, Procter & Gamble’s Secret brand is calling out to young female consumers during what the company knows can be a stressful time.
Teaming with Gen Z and campus marketing platform Internet Queen, the brand’s “Stress Sweat” campaign focuses on empowerment with a bit of humor as these consumers make their transition from college to corporate life — and are thinking about the products they need to add to their carts to be successful.
The partnership centers around a “Fresher Under Pressure” tagline and highlights the brand’s Secret Clinical with hyaluronic acid line.
Content creator and entrepreneur Corporate Natalie (Natalie Ellis) is the leading voice in the effort, positioning the products as the ultimate solution to stay stress-free and dry in corporate environments.
The brand harnessed the marketing platform’s community of college influencers to promote the line, with user-generated content from professionals who showcase the product in use and reinforce the line’s “100-hour protection” message.
Social content on TikTok, Instagram and LinkedIn with the #FresherUnderPressure hashtag features Ellis using Secret Clinical to keep her fresh and dry. The behind-the scenes content highlights her signature satirical style in relatable, sweat-inducing work scenarios.
Ellis also participated in a key activation event on University of California-Berkeley’s campus on April 15 that spoke directly to students preparing for their first jobs.
“No one tells you how sweaty corporate life can get,” Ellis said in a media release. “From sprinting to the office because you snoozed your alarm one too many times to trying to decode the corporate terms your boss keeps using, there’s a long list of stressors … Secret Clinical is the one thing in my workday that quietly handles itself.”
The partnership is also being promoted through business news outlets to build brand credibility among young professionals.
“At Intern Queen, we believe that preparation is the key to overcoming those high-pressure ‘firsts’ that define a career,” said Lauren Berger, founder and CEO. “By partnering with Secret, we’re showing our community that professional resilience starts with feeling prepared. Having that gold-standard sweat protection allows young women to walk into any boardroom with their heads held high and their focus exactly where it belongs.”
The promotion communicates that the Secret Clinical line offers 100-hour, “invisible” protection, specifically engineered to handle sweat produced by stress, according to a company release.
