Celebrity influencers paid up to £1m to promote deodorant on social media
Brands are increasingly shifting marketing budgets toward celebrity influencers, with some companies paying seven-figure fees for social media endorsements. The refillable deodorant brand Wild exemplifies this trend, allocating millions to partnerships with high-profile figures to build consumer trust.
Why it matters
This highlights a significant shift in advertising spend from traditional media to influencer-led campaigns, driven by the ability of influencers to reach younger, skeptical audiences.
Share Save Add as preferred on Google Yasmin Rufo Getty Images / PA Media Molly-Mae Hague and Stacey Solomon have both promoted Wild deodorant The #ad posts on your feed may look relaxed, personal and spontaneous but behind many of them is a carefully planned campaign, a detailed contract and, in some cases, a seven-figure fee.
For Charlie Bowes-Lyon, the co-founder of Wild, a refillable natural deodorant, influencer marketing has been a huge part of the company's success and he calls it his "secret sauce".
Wild, which was bought by Unilever last year, uses high-profile names including Stacey Solomon, Emma Raducanu and Molly-Mae Hague to promote its products on Instagram.
Bowes-Lyon says the brand has spent millions on its partnership with Raducanu and hundreds of thousands on campaigns with Solomon and Hague.
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