THE CLEAN EDIT

THE HEAD SCRATCHER

Unilever wanted us to create a network of influencers for its home care brands (Persil, Cif, Comfort, Surf, Domestos) and a multi-brand creative platform from which to launch products, seasonal campaigns and brand initiatives. With an increasingly fragmented market and the rapid rise of ‘cleanfluencers’ - we knew engaging with the right influencer communities meant we could create long term advocates and brand fans

THE IDEA

The Clean Edit – an engaging instagram repository of influencer content. Used our Tinfluence tool to map, vet and select influencers to become Unilever Home Care champions to drive reach and engagement. Dedicated focus on diversity across race, gender, age, disability and location.

Influencers that became part of the Clean Edit included Poppy Deyes, Rosie Ramsay, Twinkle Cleaning Duo, Bianca Foley, Day with Dad and Dad Download, to name a few…

RESULTS

• 110 pieces of content produced over 3 months

• 255 shares of influencer engagement 

• 4.5m total impressions

• £0.13 cost per view

• 1.7m total engagements