On TikTok cleaning rules. #CleanTok
is the platform’s most-followed hashtag, racking up more than 150 billion views.
And while the brand was an early adopter of the movement,
it wasn’t breaking through the noise. 


Our task was to make the brand famous again
by creating the most entertaining (and informative) cleaning content
on #CleanTok. That mission led us to Steve: The Worst Guest Ever.
Steve is completely clueless when it comes to cleaning.
His hygiene rating was so bad, he nearly got kicked
off a major rental platform.
An unlikely cleanfluencer for most,
but the perfect one for us.

Using only Cleanipedia hacks, we put Steve through
a crash course in cleaning and turned his transformation into content.
The result? Five episodes of the wildest cleaning
challenges #CleanTok had ever seen.