Daily Insights

The Secret to Success

By: Mackenzie Baker | Dec 18, 2019

The antiperspirant brand is promoting women-owned businesses on its Instagram page for the month of December.

The company has dubbed the month-long celebration “Women-Owned Wednesdays” in which fans are encouraged to purchase products from women-profiled businesses. Secret is highlighting businesses across ten major cities—all of which are listed in its Instagram directory. The Cincinnati-based brand has also launched a shoppable holiday campaign video where customers can shop for other featured Cincinnati-based female companies. With Instagram’s addition of a check-out function and shoppable pages, it’s become easier than ever for brands like Secret to encourage users to shop on the app, according to a Gartner L2 report on the topic.   

The motivation behind Secret’s winter campaign comes from a study that showed women own 40% of businesses in the United States, but will only account for 5% of the projected $730 billion holiday revenue forecast. The brand hopes that leveraging its platform will not only increase recognition but drive consumer sales. 

Secret is giving a helping hand to shoppers and female business owners this holiday season. Big-name brands looking to help out small businesses may look to Secret for how to do so while also leveraging social media.