CHALLENGE
- Boost brand awareness among the target audience.
- Create a campaign to reveal the global positioning of Cleantertainment 2.0, with the main slogan «Cleaning is thrilling.»
- Design activation strategies and special projects across digital platforms, social media, and BTL channels.
- Suggest the right influencers to lead the conversation.
ABOUT
Reckitt Benckiser is one of the world’s leading producers of home and personal hygiene products, medicines, and medical devices, improving health and hygiene for people in 200 countries. Its mission is to grow, protect, and heal by creating a cleaner, healthier world. Major brands include AirWick, Calgon, Cillit Bang, Clearasil, Contex, Dettol, Dosia, Durex, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Scholl, Strepsils, Tiret, Vanish, Veet, and Woolite.
SOLUTION
We wanted to show millennials (primarily women aged 25-35) that cleaning doesn’t have to be a boring task. It can be exciting and energizing. By delivering content that’s both relevant and entertaining, we showed how CILLIT BANG can transform cleaning into a fun, dynamic experience.
The core idea: «When you’re about to clean, you grab the powerful CILLIT BANG, blast some music, and the entire cleaning process becomes thrilling—so thrilling that you’ll be dancing.»
CREATIVE CONCEPT
We focused on the content preferences and trends of our audience:
- The target audience is into entertaining content, with video still being the dominant format.
- YouTube is the go-to platform for this. YouTube Shows are a major trend right now.
We adapted a UGC contest mechanic with a $12,000 prize and turned it into a YouTube Show in the household chemicals category, hosted by popular blogger Sergey Mezentsev. Sergey was chosen for his charisma, appeal, and alignment with the brand’s energy. His look (work pants, white T-shirt) is a reference to the CILLIT BANG «Mechanic» TV commercial.
ENGAGEMENT STRATEGY
Wait for the finals where lucky winners can get $12,000!
The campaign included: 4 YouTube Show episodes, influencer support from top bloggers (1M+ followers), micro-influencers, a TV tag in the ad’s final spot on TV, a special project with Sergey Mezentsev on OZON (featuring discounts for CILLIT BANG), and work with content creators on VK.
More than 5 million views prove that people loved the show. These numbers demonstrate that our team captured the audience’s attention.
Higher episode completion rate. Viewers were hooked and stayed engaged with the show’s content.
Average view duration. Episodes are dynamic and captivating, keeping viewers interested throughout.
Absolute Brand Lift:
- Favorability: 2.13%
- Ad recall: 2.55%
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