Cleanipedia Campaign

As a globally recognised hub for cleaning tips and tricks, Cleanipedia needed to expand their presence on social media, particularly by leveraging the viral #CleanTok trend on TikTok. The challenge was to grow awareness, build a vibrant community, and drive engagement across multiple markets. As a subdivision of Unilever, this campaign was pivotal in establishing TikTok as a key channel for Unilever’s brands globally.

We partnered with Cleanipedia to launch creator-driven campaigns across nine global markets, including Argentina, Brazil, Indonesia, the Philippines, South Africa, Thailand, Turkey, the UK, and Vietnam. Drawing on insights into past engagement success, we focused on delivering short, engaging content centred around cleaning tips, life hacks, and tricks to drive maximum reach. Collaborating with a dedicated network of content creators, we ensured that the campaigns resonated with local audiences while aligning with the #CleanTok trend. The result was a steady stream of authentic, shareable content designed to generate views, followers, and engagement at scale.

The campaign was a breakthrough for Cleanipedia, amassing over 1 million TikTok followers in just two weeks, making it the most followed Unilever brand globally. This success not only cemented Cleanipedia’s position as a leader in the cleaning category but also unlocked TikTok as a powerful marketing channel for Unilever’s global portfolio. By capitalising on #CleanTok, Cleanipedia expanded its audience, grew its community, and demonstrated the potential of innovative social strategies in a competitive digital landscape.