Background

Cleanipedia, a relatively unknown brand, sought to raise awareness and establish itself as the go-to source for science-backed cleaning help. Extensive research revealed that the most common stains people seek help for online are bodily fluids, such as blood, faeces, semen, and sweat. Despite the high search volume, these stains are rarely discussed openly due to their embarrassing nature. Cleanipedia aimed to address this gap by launching an innovative campaign that would bring these unmentionable stains into the public eye.

Audience

The primary target audience for this campaign was younger viewers, particularly those active on social media platforms like TikTok. This demographic is more open to discussing taboo topics online and is likely to seek out and share practical cleaning advice. Additionally, Cleanipedia aimed to reach consumers who frequently encounter these stains, such as parents, athletes, and pet owners.

Strategy and Idea

The campaign leveraged outdoor ads to highlight these common yet embarrassing stains to tackle the taboo around bodily fluid stains and position Cleanipedia as a helpful and non-judgmental resource. The idea was to "hijack" ads from partner brands that sell products where such stains can occur. During the day, the billboards would look like standard ads, but at night, UV lights would reveal the unmentionable stains alongside Cleanipedia branding and messaging. This striking visual approach aimed to generate buzz and drive traffic to Cleanipedia's TikTok channel, where real experts provide friendly advice on dealing with these stains.

Implementation

The campaign was executed in several high-traffic locations by collaborating with retail challenger brands such as Panda, Pruzan, and Comfyballs. Their posters, which typically advertised bedding, sportswear, and underwear, were repurposed to include UV light elements. During the day, these posters appeared as usual, but at night, the UV lights revealed the hidden stains. Each ad featured a QR code that directed viewers to a TikTok video on Cleanipedia's page. These videos, presented by 'Cleanfluencers,' offered science-backed cleaning guides boldly and engaging, encouraging viewers to discuss and address these common yet taboo stains.

Results

The campaign successfully generated significant attention and engagement, achieving the following results:

• 120 million total impressions
• 356 pieces of coverage
• 2.5 times TikTok engagement rate benchmark

By addressing a real consumer pain point and leveraging a growing cultural trend, Cleanipedia created a supportive community and drove substantial awareness for the brand. The innovative use of outdoor advertising and social media engagement brought unmentionable stains into the public conversation and positioned Cleanipedia as a trusted and approachable source of cleaning advice.