● Hygiene Ki Aadat · Influencer Marketing Case Study
Making the invisible threat believable – through the people they already trust.
Hygiene Ki Aadat: a community and insight-led influencer programme that took Pee Safe's Toilet Seat Sanitiser from "nice-to-have" to a habit worth building.
252
nano, micro & regional creators activated
47 → 132
monthly collaborations, Jul to Sep (+181%)
16M+
campaign reach across 8 cities
100+
creators at the World Toilet Day
01 · The Brief
Sell prevention to people who think clean is safe.
More than 150 million UTI cases affect women every year, yet toilet seat sanitiser was still seen as a nice-to-have, not a daily essential.
The real gap was behavioural: invisible threat → no perceived risk → no prevention habit. People trust a visibly clean toilet. They don't know germs can travel up to 5 ft when you flush. The job was to make the invisible visible, and to have someone credible say it.
02 · Strategy
Three layers of trust, one habit.
InsightClean ≠ sanitised
A tidy washroom feels safe, so there's no reason to act.
HookA 3D germ film
Germs flying and following you through your day. Hard to unsee.
WedgeCreators & doctors
Relatable voices make it a habit, and doctors make it credible.
Community Cohorts
DoctorsWorking womenMothersTravellers
Mix of tiers: nano for volume and relatability, micro for community fit, macro and doctors for credibility.
03 · Influencer Plan of Action
Six context buckets. Each one has a job.
Tier, content idea and role were decided together, so every bucket added something the others couldn't.
Nano · RegionalLocal voices, local language
Agency-led nano creators from Tier 2 and 3 cities such as Lucknow, Siliguri, Guwahati and Surat, telling everyday washroom stories in their own language and style. The shortlist leaned away from the big metros, so the content sounds like the places it came from.
Content buckets
- What's in my bag
- Travel essentials
- Clean is not sanitised (info)
350 creators · ₹71.5K
Regional spread
Share of the 167-creator agency shortlist, by region.
The data
- 167 shortlisted creators
- 58% from outside the big metros
- Languages: English, Hindi, Marathi, Hinglish, Bengali and Sindhi
▶Spray Sit Flush SprayTongue Twister ChallengeSpray, Sit, Flush, Spray
A viral tongue twister that makes the before-and-after habit easy to remember and fun to share. It ran online and on campus together, with student ambassadors and product sampling.
Content buckets
- Challenge reels (300)
- College activations: BITS Pilani, MDI Gurgaon
- Student reels
300 challenge reels · 2 campuses
▶Banao Hygiene Ki AadatMicro · Mothers & habit"This is how it became my habit"
Mothers, working women and everyday users telling how they met a toilet seat sanitiser and now carry it everywhere (70 Instagram and 70 YouTube stories planned). Mix of regional-language and Hindi/English creators.
30 creators (12 regional, 18 Hindi/English) · ₹1.18L
▶Doc Says Don't Sit (Yet!)"Doc Says Don't Sit (Yet!)" · its own IPCredibility, then reaction
A separate series where doctors explain toilet sneeze and UTI risk (5 doctors every month, on Instagram and YouTube Shorts). Creators then react to the doctor reels, so the expert voice gets echoed in relatable ones (50 reaction reels planned, NCR and Kolkata first).
5 doctors per month · ₹26K
▶UTI Awareness – Natasha GandhiMacro / MegaThe UTI awareness moment
Natasha Gandhi's organic reel on UTIs was an opening we bagged. Instead of leaving it as one reel, we built on it and turned it into 3 content series, so the moment kept going well beyond a single post.
1 organic reel → 3 content series · ₹3L
▶Pickleball EventOn-ground · Pickleball founders meetCreators on the court, on World Toilet Day
Creators present on the ground at the Pickleball Tournament on Nov 19, where D2C founders, players and creators came together. Content shot live from the venue, so the habit message reached the people who run brands too.
100+ creators · 250+ players · 24 D2C founders
Doc Says Don't Sit (Yet!)→Creators react→Habit stories→Tongue twister challenge→Pickleball finale, Nov 19
| Bucket | Plan | Budget |
|---|
| Nano · regional | 3 content buckets | ₹71.5K |
| Tongue twister challenge | 300 reels, 2 college activations | – |
| Micro · mothers & habit | 50 reaction reels, 70 + 70 stories | ₹1.18L |
| Doc Says Don't Sit (Yet!) | 5 doctors per month | ₹26K |
| Macro / Mega | 3 content series | ₹3L |
| On-ground · Pickleball | 100+ creators on the day | – |
More links
04 · "Doc Says Don't Sit (Yet!)"
12 doctor collabs. 7 languages. 1.6M impressions.
Medical professionals explained the rise in UTIs and how a sanitiser helps prevent infection. Languages followed the doctor's own audience, not a Hindi default.
12
doctor posts, Jul – Sep
20.5K
likes + comments (1.27% engagement)
₹6.2
blended cost per engagement
HindiKannadaMalayalamTeluguEnglishGujaratiBengali
Impressions per post
Dr PreetiJul · Kannada
432K₹3.5K fee
Dr LikhithaJul · Malayalam
425K₹25K fee
Dr RekhaAug · Hindi
162K₹8K fee
Dr NehaAug · Hindi
135K₹8K · 2.9% eng.
Dr LikhithaAug · Telugu
130K₹25K fee
Dr PreetiAug · Kannada
128K₹3K fee
Dr PoojaSep · Bengali
76K₹2.5K fee
Dr SamraJul · Hindi
41K₹25K fee
Dr RuchiAug · Gujarati
26K₹6K fee
Dr AzeemJul · Hindi
21K₹10K fee
Dr ChhayaJul · English
12K₹10K fee
The best-performing doctors from this run were picked, and their content was pushed further in the months that followed.
Impact · Sales lift
Sales stepped up, and held.
+22%
monthly revenue (GMV), Jul–Aug vs Apr–Jun average
₹230L
monthly revenue (GMV) from July, held steady through August
8 channels
all growing, from marketplaces to quick commerce to D2C
+92%
D2C lift, the fastest. Amazon was the biggest marketplace gain (+47%)
Monthly revenue · GMV (₹ lakh)
183Apr
186May
200Jun
230Jul
231Aug
Lift by channel (Jul–Aug vs Apr–Jun average)
Source: platform-wise sales sheet for Toilet Seat Sanitiser, Apr–Aug. Influencer, DVC and marketplace content ran together in this window.
05 · What the data taught me
Fee didn't predict reach. Fit did.
Pay for performance, not follower count
Dr Preeti delivered 432K impressions at ₹3.5K (about ₹0.01 each). Dr Samra delivered 41K at ₹25K (about ₹0.62 each).
Back what works
The two July breakouts, Dr Preeti and Dr Likhitha, were re-booked in August, in new languages for Likhitha.
Regional beats generic
Kannada, Malayalam and Telugu posts drove the biggest numbers, the same vernacular-first thinking behind my regional creator work.
Honest read: Doc Says Don't Sit (Yet!) was a trust and awareness layer, not a sales engine.
06 · Execution
Three waves, one finale.
July · Seed
47 collaborations
- 5 doctors to test languages
- Nano and micro "context" cohorts: public toilet, gym, travel, what's in my bag
- Unique ad codes and UTM link per creator
August · Scale
Mom, working-women and travel cohorts
- Micro creators across Delhi, Mumbai, Jaipur, Kolkata, Bengaluru and more
- 6 doctor posts, repeat bookings for top performers
- UTI awareness series with Natasha Gandhi
Sep – Nov · Amplify
132 collaborations by September
- "Spray Sit Flush Spray" tongue-twister challenge, with college activations at MDI Gurgaon and BITS Pilani
- Pickleball finale on World Toilet Day: 250+ players, 24 D2C founders, 100+ creators
07 · What I own
The system behind the series.
01Creator selection
Tiering, language and cohort mapping, and pricing against fit.
02Tracking
Per-creator ad codes, UTM links, and one sheet tracking impressions, likes, comments, sessions, orders and revenue.
03Creative direction
Briefs, the 3D germ film, the landing page and the activation design, all from one insight.