Don’t just post it. Boost it. Make your content work harder by amplifying organic.

Scrolls bring attention, sales drive growth. The very best strategies (and the very best influencer agencies) don’t choose between the two, but gear you up for both. 

Lucent Globe is a brand that’s taken over households, social media and supermarkets over the past few years. Specialising in eco-friendly detergent and cleaning sheets, their range spans laundry detergent sheets, dishwashing sheets, handsoaps, toilet cleaners, and more. 

All chemical-free and equally effective.  

If you’re marketers like us, you might also know Lucent Globe as legends in the space of ad creative strategies. A brand almost incomparable when it comes to founder-led content. 

But our campaigns with Lucent Globe specifically centre around influencer partnerships. Designed not only to build even more brand awareness, but driving purchases through their online store. 

As an influencer marketing agency, we often get the question: Does influencer content work? 

But here, that fact wasn’t even in doubt. It was rather: How do we make it convert MORE?

We partnered with multiple creators to produce content designed to do more than just look good in-feed. But the real secret didn’t lie in just the content itself… It was what we did with it next.

Timed alongside Lucent Globe’s promotional sale, the campaign centred around a compelling offer – 40% off their bundle of eight limited-edition scents.

And with previous limited-edition drops selling out in under three days, the opportunity was clear. 

Demand for Lucent Globe was already there. We just needed trustworthy (and brand aligned) spokespeople to drive urgency, and convert fast.

The product itself did a lot of the heavy lifting:

• Zero plastic packaging
• Cleans as effectively as pods, powders, or liquids
• Dissolves seamlessly in the wash
• Pre-measured and mess-free
• Voted the #1 laundry detergent by Product Review (2025)

But lists are boring, videos aren’t.

Our homegrown Aussie influencers brought these benefits to life in a way that felt real, relatable, and worth acting on – not just watching passively.

We approached this influencer campaign with one fundamental understanding.

Creators spark interest, but greater distribution amplifies this to drive results.

Each influencer produced content tailored to their audience and style, ensuring authenticity stayed intact. They focused on real-life application, showcasing how Lucent Globe fits seamlessly into routine – not as a “product demo” but part of normal (and now a simpler, eco-friendlier) life.

This next step is crucial.

We secured usage rights (i.e. permission to repurpose influencers’ content across different channels like social media, brand’s websites, email campaigns, or even ads) – allowing us to take top-performing content beyond organic feeds and into paid media.

Paid media, where targeting the right audience becomes well within our control and not just subject to the whims of the Instagram or TikTok algorithm. 

Using Meta, we amplified the content to reach high-intent audiences and direct traffic straight to Lucent Globe’s eCommerce store. No more relying on algorithms or timing or praying to the FYP gods. We were actively putting proven influencer content in front of the right people, at scale.

In short, we didn’t choose between organic or paid. 

We’re an influencer agency that uses both, each playing a distinct role:

• Organic validated the creative
• Paid scaled what worked
• They drove purchases together – no such thing as one better than the other. Very Hannah Montana best of both worlds of us.
  

Have a look at this, and maybe you’ll be compelled to purchase some Lucent Globe for your home too.

We’re obliged to share that the sale is now over, but these products remain an absolute necessity.

This campaign delivered strong performance across both organic and paid. 

But more importantly, it demonstrated how each channel contributes differently to outcomes – and how you really can be milking more out of your influencer content with a little budget behind it.

• 3 content pieces
• ~60K views driven organically
• ~1.4M views driven through paid media

Organic reach accounted for a small share of total views, but played a critical role in identifying high-performing content and initial audience sentiment analysis.

Right off the bat, our influencers’ comment sections looked like this:

• “I love these! I want to try the new scents!”
• “They are fantastic and I especially love the dishwashing sheets. Didn’t think they’d work as well as they do.”
• “I love and use these! Thanks for reminding me to re-order.”
• “How good are they in stain removal? Show me the results.”
• “My all-time favourite brand.”
• “I need to smell these! I’m so excited!!!!!”

Five exclamation marks in that last one? Demand and content quality proven. 

We then passed the baton over to paid amplification via Meta Ads, which took these proven videos and brought extra scale, reach, and sales impact.

By the end of this influencer campaign, each piece of content generated thousands in revenue, outperforming traditional brand ads across key engagement and performance metrics (e.g. ROAS, CPAs, CTRs and the works) – whilst also enabling a direct path from content to checkout.