Created by VML, the ‘Clean Lovers’ action consists of a community aimed at those who love cleaning tips and home routine
Colgate-Palmolive, through the ‘House Care’ business unit, launched the ‘Clean Lovers’ project, which consists of a community aimed at those who love cleaning tips and home routine. Created by VML, the action focuses on the trend of videos about before and after cleaning the house on social media.
The project seeks to educate and entertain the ‘House Care’ audience by showing that keeping your home clean and organized can be a practical and fun activity. Furthermore, the campaign aims to stimulate conversations and exchange tips among followers, strengthening the ‘Limpa Lovers’ sense of community.
“We wanted to create something that went beyond simple branded content and really build a connection with people. ‘Limpa Lovers’ is a celebration of everyday life, a space for everyone to share their tips and stories in an authentic way and engaging”, explain Frederico Teixeira and Denon Oliveira, creative directors at VML.
The action will feature four influencers from the world of lifestyle and domestic routine: Diárias do Gui, Ellen Milgrau, Luiz Limpei and Gabrielle Farias. BR Media was responsible for the strategy, negotiation, management and hiring of influencers.
“Our goal is for @cuidadodacasabr to become the main platform for sharing the knowledge and opinions of cleaning lovers. Influencers give the push so that the rest is organic and natural”, says Cintia Arruda, jante da Casa marketing manager , at Colgate-Palmolive.
‘Care of the House’ already has a website dedicated to sharing cleaning and routine tips, as well as content on its social networks that follow this same pillar.
