The British company that originally sold the refillable natural deodorant Wild revealed its sales strategy before it was acquired by consumer goods giant Unilever last year.

Co-founder Charlie Bowes-Lyon told the BBC that three British influencers were behind the product’s successful promotion on Instagram: tennis player Emma Raducanu, with three million followers; media personality Molly-Mae Hague, with nine million followers; and TV personality and singer Stacey Solomon, with six million followers.

The company may double its £10 million annual influencer marketing budget next year as it seeks bigger brand ambassadors, Bowes-Lyon said, according to the BBC.

Top celebrity influencers are paid from £100,000 to several million pounds, while individual sponsored posts can cost between £2,000 and £50,000, he said.

Meanwhile, a Chinese distributor for global computer peripherals giant Logitech was fined 200,000 yuan after releasing a one-day video advertisement on a leading short-video platform on 25 March, the South China Morning Post (SCMP) reported.

“You said you won’t spend a single penny. But once I lower the price, won’t you flock to me like dogs?” the advertisement said, according to the SCMP.

The Shanghai market supervisory authority found the advertisement by Shanghai Baishide Electronics Company (SBEC), which likened consumers to dogs, insulting and imposed the 200,000 yuan fine.

SBEC withdrew the advertisement the following day after it triggered a public backlash, the SCMP reported.

Logitech said it learned the commercial containing the offending language had been released by an SBEC employee who bypassed the company’s review process. It instructed the distributor to remove the video immediately.