Extending the program to TikTok, we transformed our original Billy Porter content into an infectious song and challenge that drove more than a billion views.
Challenge: To consumers, Spring Cleaning is a boring annual chore and to earned media covering the space, it’s incredibly cluttered, consisting mainly of tired lists of tips and tricks.
Insight: Cleaning has the potential to be celebratory, transforming it from chore to an act of uplifting self-care.
Solution: Harness the power of a popular phrase (Yas Queen) to create a disruptive campaign with the goal of transforming cleaning from chore to celebration.
#YASCLEAN!