On TikTok, cleaning content is king. #CleanTok is the most followed hashtag with 150B views, but it's oversaturated with content that look and sound the same.
Cleanipedia had a problem, their hacks are used in households across the country but Cleanipedia is not a household name. We needed to make them famous, re-assert their cleaning credentials and ensure they are top of mind as a source of information.
We set about making the most entertaining (and informative) cleaning content ever and that's what led us to Steve - The Worst Guest Ever. When it comes to cleaning Steve is clueless. His cleanliness rating is so low he nearly got booted off that famous rental platform. An unlikely cleanfluencer for some - perfect for us.
We taught Steve how to clean, using nothing but Cleanipedia hacks, and we turned this cleaning crash course into content. Five episodes of the wildest cleaning challenges #CleanTok had seen.
This first-of-its-kind 'cleanertainment' series broke the mould, redefined TikTok rules, and made Steve a bonafide cleanfluencer. The campaign got 3224% more views, 488% more saves and 451% more likes. People spent 3.7X longer watching our content and we gained 180% more followers as a direct result.
Steve might be a bad guest, but for Cleanipedia, he was the perfect introduction.
