Take a stroll through social media’s most popular platform and you’ll find that “Cleaning TikTok” or #cleantok, boasts 16.2 billion views and counting. From crusty counters to slimy sinks, consumers are finding joy in the simple pleasure of scrubbing up.
Arm & Hammer is taking a whack at the trending topic with its own digital challenge #TeamUpAndCleanUp, a seven-week promotion that helps families divide and conquer each room or space in their home. Like many bursts of brand inspiration, the idea for the initiative came about during the pandemic when people were spending more time at home, while also becoming more conscious of the importance of cleanliness. Indeed, e-commerce grew 79% year over year in home care according to Gartner’s Digital IQ Index: Consumer Packaged Goods. The new promotion spotlights the brand’s most iconic item—baking soda—with instructions provided to several TIkTok influencers on how to “hack” their cleaning routine.
Though the brand, which was introduced a whopping 175 years ago, might not seem like a likely candidate for TikTok trendtopping, its most recent move proves that even the oldest brands clean up well when it comes to opportunities to score major brand awareness. The label made the most of its most recognizable and versatile product while also incorporating education—a key element of content creation when it comes to better addressing the evolved consumer who wants to (or was forced to) learn new skills to better care for their space since realizing how much time they spend in it.
Brands that feel like TikTok might not be a fit for them should reconsider the versatilitiy of their product or products, as well as their digital priorities.