The Brief
BISSELL is a leading floorcare brand which has specialised in floor cleaners for over 145 years - offering smart, innovative and practical cleaning solutions for busy families. With Spring Clean being a key national calendar moment for the brand, we were challenged to launch an influencer campaign to showcase BISSELL’s hero products during this time.
Our Response
We collaborated with six influencers across the home, lifestyle and pet spaces to create a diverse range of fun, quirky and educational content to celebrate each product's USPs. But how do you make cut-through during a key moment and create stand out content?
We know how much everyone loves pet content, and with one of BISSELL’s latest products having a big focus on cleaning up after our furry friends, we worked with two content creators, Beagles Kiko and Fox Red Peggy, to create humorous content from the pet’s perspective. The content generated 520k views on Instagram and positioned BISSELL as the must-have product for every pet owner.
We also teamed up with high-reaching lifestyle influencer Fleur de Force and cleaning influencer Come Down to the Woods on Instagram to tap into an audience of followers who align with BISSELL’s core audience.
Plus, we worked with parenting influencer Emily Norris and homes and interior content creators Location House of Beau on TikTok to tap into the #cleantok trend.
Content went live over the month of April to ensure we were hitting screens during the key period.
The Results
By partnering with influencers across a range of spaces, we were able to reach a mass audience and control the placement of the hero products with audiences that best align to each product’s niche.
The campaign resulted in 15 pieces of social content across Instagram and TikTok, with a combined reach of 5.6 million and has generated over 1.1m views to date.
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