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Library/Campaign/Billie's Scratch-and-Sniff Armpits
Grade B20 sourcesHIS-00776

Billie's Scratch-and-Sniff Armpits

Campaign · 2025 · Notable

49Editable slideCertificate

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

Original · Billie / @whatisnewyork
Clip · @billie on TikTok
Clip · Billie on Instagram
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"
Billie on Instagram
Billie on Instagram: "The city just got a little sweeter (smelling) 👃 Come check out our new scratch and sniff Coco Villa posters around NYC and tag us @billie if you take a whiff 🥥🍦 Find them…
Billie on Instagram
A Blitz of Deodorant Marketing Suggests That a Whiff of the Covid Lockdown May Still Be With Us
Adweek via Yahoo
PM - Billie Scratch and Sniff Campaign
Pearl Media on Vimeo
I don’t know who did this. But it’s genius. Is this the first scratch and sniff OOH ad? I stood in front of the this OOH ad for Billie deodorant for 3 mins contemplating whether I should scratch… |…
Mo Moubayed on LinkedIn
Scratch-and-Sniff Billboards Are All Over NYC. Ever Wonder How They Work?
Adweek
We’re thrilled to share Shorty Awards has crowned Billie as the winner of the Fashion and Beauty category AND given us GOLD 🏆 in Integration with Traditional Media for our Scratch and Sniff… | Billie
Billie on LinkedIn
Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner
@billie on TikTok
Billie Makes Scratch-and-Sniff Pitstop in NYC | Muse by Clios
Muse by Clios
Vol. 84: Billie: Stop and smell the armpits 👃
Case Studied by Vendry
Pearl Media Brings Scratch ’n’ Sniff Billboards to NYC
Signs of the Times
Billie Gets Creative with Scratch-and-Sniff Armpit OOH Ads for Its New Deodorant
DesignRush

Spread Score

How it works
Reach57Contagion35Breadth20Velocity100Longevity3749

Numbers

Campaign earned impressions, brand claim; cutoff unspecified
1.75B
Self-reported · Shorty Awards / Billie entrant submission
Seed to peak
2 days
Apr 23 ’25 to Apr 25 ’25
Platforms
4
Started on Instagram
Origin
Stunt
Beauty & personal care

Mechanics

  • Real-world spectaclePrimary
  • Transgression
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

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.

Google searchesApr ’25MayJunJulAugSepDecMar ’26JunPeakInstagramPressRetailOpen web
InstagramPressRetailOpen web

11 more events on this chart

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Timeline (14)

  1. April 2025

    Billie seed · Apr 23 ’25

    Placed four scratch-and-sniff armpit boards with marked targets and released its planned @whatisnewyork collaboration.[1][2][3][12][19][20]

    Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"
    Open the first post ↗

  2. Muse by Clios press · Apr 23 ’25

    Muse by Clios covered the scented posters on their first public day.[2]

    Billie Makes Scratch-and-Sniff Pitstop in NYC | Muse by Clios

  3. Billie owner response · Apr 24 ’25

    Billie listed four poster locations and invited visitors to tag the brand when they took a sniff.[4]

    Billie on Instagram: "The city just got a little sweeter (smelling) 👃 Come check out our new scratch and sniff Coco Villa posters around NYC and tag us @billie if you take a whiff 🥥🍦 Find them…
Origin
Stunt
Sector
Beauty & personal care
Region
US
Campaign earned impressions, brand claim; cutoff unspecified
1.75B
Self-reported · Shorty Awards / Billie entrant submission
Evidence
Grade B

Spread the same way

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48
Gojira and Marina Viotti performed “Ah! Ça ira” from the Conciergerie at the Paris Olympics opening ceremony.

Peaked at #1

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37
Now THAT is an Australian Open fashion statement. Naomi Osaka entering Rod Laver Arena 👏 #AO26

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Barbie: Imagine the Possibilities

YouTube · 2015

31
Imagine The Possibilities | @Barbie

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How the next thing spread, the week it does.

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Google searchesApr ’25MayJunJulAugSepDecMar ’26JunPeakInstagramPressRetailOpen web
InstagramPressRetailOpen web

11 more events on this chart

Join free to see them

  1. April 2025

    Billie seed · Apr 23 ’25

    Placed four scratch-and-sniff armpit boards with marked targets and released its planned @whatisnewyork collaboration.[1][2][3][12][19][20]

    Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"
    Open the first post ↗

  2. Muse by Clios press · Apr 23 ’25

    Muse by Clios covered the scented posters on their first public day.[2]

    Billie Makes Scratch-and-Sniff Pitstop in NYC | Muse by Clios

  3. Billie owner response · Apr 24 ’25

    Billie listed four poster locations and invited visitors to tag the brand when they took a sniff.[4]

    Billie on Instagram: "The city just got a little sweeter (smelling) 👃 Come check out our new scratch and sniff Coco Villa posters around NYC and tag us @billie if you take a whiff 🥥🍦 Find them…

  1. platform jump · Apr 24 ’25

  2. backlash · Apr 25 ’25

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Why it worked

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