The Pull Agency

We overhauled Right Guard’s Facebook visual identity, increasing engagement by 78%

Our client

For almost 60 years, Right Guard have been helping people start their day right.

What began in the 1960s has grown to become one of the world’s most trusted deodorants, keeping millions of people dry and giving them the confidence to go about their day.

In the UK, Right Guard have positioned themselves as champions of the underdog. As they put it, they’re your trusted mate that lets you ‘Do you’.

The challenge

Right Guard were creating meme-style posts in-line with their positioning as the brand with ‘the driest sense of humour’. And these were doing well. However, the Right Guard brand was taking a back seat in these posts. If a friend had shared it, you might never have known it was created by Right Guard. They also wanted to give more prominence to their female range.

The challenge for Pull was to come up with a way to retain their strong social tone of voice, while also coming up with a strategy that allowed them to brand these posts and reach a wider female audience.

If that wasn’t enough, Facebook announced algorithm changes at the start of 2018, reducing the space available to brands within the news feed. Our challenge was clear: how do you make your brand stand out when Facebook has reduced ad space.

The solution

We didn’t want to just stick a logo on the posts. This would undermine the meme-style and authenticity, resulting in less engagement. So, we looked at other brand elements and ways to incorporate these into the posts.

For post captions, we selected a font similar to the logo. This was combined with a colour pallete lifted from the Right Guard cans. We also developed an ownable illustration style, reducing the client’s reliance on stock imagery and creating a more flexible approach.

We knew Facebook’s algorithm changes were geared towards engagement. Posts with more would be favoured over those with fewer. This had always been the case but with the reduction in space available to brands, it was more important than ever.

Analysing their previous posts, we identified a trend. The content was largely aimed at men, yet on previous posts females were far more likely to comment or share. We realised that by adjusting the post content to depict more scenarios relatable to both sexes, we could drive greater engagement, increase our presence on people’s feed and, combined with the new creative approach, drive greater brand awareness.


The new approach was an instant success. In the first six months, engagement increased by an incredible 78% compared to the same period in 2017.
This was a great figure, coming at a time when brands were spending more than ever and gaining less and less impressions.

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