In a challenging market, Finish's effectiveness was undisputed, but dishwasher use was limited by cultural habits and low awareness. Our campaign aimed to transform consumer perceptions and penetrate the market. We focused on Finish's ability to tackle tough grease, common in local cuisine. The campaign leveraged TikTok, due to its popularity among younger demographics and high engagement potential. It had dual goals: educating consumers on Finish's benefits in dishwashers and enhancing brand visibility. By addressing a local pain point, grease removal, we sought to reposition Finish as not just a cleaner but an enabler of family time and culinary enjoyment.

The campaign was centered on the concept of 'Clean Dishes, More Wishes.' This innovative idea went beyond standard product promotion to tap into the emotional core of family and culinary happiness. Recognizing the pivotal role of mealtimes in Middle Eastern family life, the campaign aimed to shift the narrative from the mundane chore of dishwashing to the pleasures of cooking and gathering.

To achieve this, TikTok influencers were engaged to craft authentic stories that showcased Finish's role in making family meals easier. Their content was relatable, depicting the challenges of dealing with greasy dishes and the convenience provided by Finish.

This was about seamlessly integrating Finish into daily family life, making it a household essential. The campaign creatively blended tradition with modern social media trends, striking an emotional chord with the target audience. This made the campaign highly effective in conveying establishing a strong connection with consumers.

"Clean Dishes, More Wishes" connected with the emotional aspect of family and culinary happiness. Centering on the importance of mealtimes in Middle Eastern family life, the campaign reoriented the narrative from cleaning chores to the pleasures of cooking and gathering. Through TikTok influencers, it used storytelling to demonstrate how Finish makes family meals easier and enjoyable. Influencers produced relatable content showing the hassle of greasy dishes and Finish's solution. This approach integrated Finish into family life, making it essential in households. The campaign ingeniously combined traditional values with modern social media trends, effectively engaging consumers emotionally.

The "Finish TikTok" campaign artfully merged influencer marketing on TikTok with traditional media. Select influencers, aligning with our target audience, created videos depicting their challenges with greasy dishes and Finish's efficacy. These ranged from humorous skits to real-life demonstrations, emphasizing Finish's ease of use. The campaign integrated hashtags and challenges for user engagement on TikTok, alongside consistent television ads, ensuring a unified message across platforms. Timed with key shopping periods and cultural events, this multi-channel approach, combining digital and traditional media with strategic influencer use, significantly enhanced campaign impact, boosting awareness and conversions.

The 'Finish TikTok' campaign achieved remarkable results, evidenced by a 7% increase in market share, a 26% increase in brand penetration, and a significant +24% increase in sales. This multifaceted success showcases the campaign's effectiveness in shifting consumer behavior and perceptions in a competitive market. The substantial rise in market share from a leading position, combined with the impressive growth in brand penetration, highlights the campaign's expansive reach and influence. The notable increase in sales further underscores the campaign's impact, affirming the strategic execution's efficacy in leveraging influencer marketing and social media, resonating powerfully with both new and existing customers.