Integrated communications agency MullenLowe UK has teamed up with cleaning authority Cleanipedia to launch a new TikTok series, ‘The Worst Guest Ever.’ This collaboration is among the first to focus on a social media-centric marketing strategy, following Unilever CEO Fernando Fernandez’s statement on increased spending on social media and the growing value of influencers.
TikTok’s first genre-bending ‘cleanertainment’ comedy series features “Steve,” dubbed ‘The Worst Guest Ever’ by rental BnB hosts, transforming into an unexpected ‘cleanfluencer’.
Throughout the series, Steve experiences ‘the ultimate cleaning crash-course’ whereby he completes a variety of cleaning challenges in some weird and wonderful locations. In the first episode he cleans up after a raucous hen-do using Cleanipedia hacks to help him deal with vomit and fake tan stains before facing fish guts on a boat, unmentionable stains at a nudist camp and polishing armour in a spooky manor house. As the most unlikely cleanfluencer, Steve shows the public that anyone can be a cleaning pro when they are armed with the expertise of Cleanipedia.
The campaign will be going live throughout April in five long-form episodes in a first for the category.
