# Billie's Scratch-and-Sniff Armpits

> Billie reported 1.75 billion earned impressions for its scented armpit posters.

- Owner: Billie
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2025-04-23
- Peak date: 2025-04-25
- Spread Score: 49 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Platform jump, Press loop, Controversy

## Summary

Billie put scented armpits within reach on four Manhattan boards. Marked scratch targets guided trial; planned creator footage and product mailers extended the launch. Coverage supplied visiting instructions. Billie later claimed earned impressions and a weekly Amazon sales rise.

## Timeline

- 2025-04-23 — Billie (Instagram) — Placed four scratch-and-sniff armpit boards with marked targets and released its planned @whatisnewyork collaboration.
- 2025-04-23 — Muse by Clios (Press) — Muse by Clios covered the scented posters on their first public day.
- 2025-04-24 — Billie (Instagram) — Billie listed four poster locations and invited visitors to tag the brand when they took a sniff.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/billie-scratch-and-sniff-armpits

Cite as: How It Spread (2026). “Billie's Scratch-and-Sniff Armpits.” Case HIS-00776. Spread Score v1.2: 49/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00776