Clorox takes a crack at TikTok in collaboration with actor-activist Billy Porter.
First, it composed a musical track that echoes its unique hashtag, #YasClean, a riff of popular saying “Yes Queen”. Along with the hashtag challenge, Clorox is running a sweepstakes through June 30 consumers can enter for a chance to win $5,000 for a home makeover and $5,000 for a charity, plus more than 100 runner-up prizes. To promote the sweepstakes, the brand is pairing up with TikTok influencer partners Bonnie Lee, Beau & Matt, and James Henry.
Though you might be wondering how a cleaning brand can go viral on TikTok, Clorox’s new campaign actually proved it can clean up quite well for the platform’s youthful audience. Following the art of trend-blending, Clorox not only tapped into the popularity of original tunes on the sound-based platform, but also gained good will for its decision to pair with Porter, who stars in FX’s “Pose”, which depicts drag and ballroom culture, also tying in “Yas Queen” a phrase that originates from the LGBTQ community itself. By centering in on the satisfaction of a clean and germ-free home, the brand also loops in the timeliness of spring cleaning, which is currently trending on TikTok with 390.3 million views. Finally, Clorox safeguards itself with a sweepstakes that doubles as a first-party data source amidst the demise of the once-treasured digital cookie.
Currently, the #YasClean campaign boasts 5.8 billion views, proving that brands of all backgrounds can make moves on trendy TikTok while also demonstrating inclusivity. Though Clorox, which boasts a spot as content king in Gartner’s Digital IQ Index: Home Care, doesn’t have its own TikTok account yet, we have a feeling it’s polished up a pretty foundation for itself on the platform.