The internet is full of ‘mental refreshes’. From cute puppy videos to six hour long playlists of the sound of rain. People turn to the internet to the feel something. We took advantage of this trend to demonstrate the oddly satisfying feeling of clean. We wanted to remind people that cleaning feels amazing, and that it should be a part of preparing for the season ahead. We wanted to insert ourselves into the oddly satisfying trend by creating our own ultra-satisfying cleaning videos. Firstly, we needed to pinpoint exactly what is ‘satisfying’ about these types of videos, and in particular, cleaning ones. We realized it was often very neatly organized pantries/wardrobes, perfectly straight lines and the contrast between an extremely grimy surface and a sparkling clean one that made us go ‘aaahhhh’. We worked to think of the most satisfying cleaning scenarios to recreate for our video and gif content.

In order to naturally fit into the ‘oddly satisfying’ trend, we aimed to give our content an almost user-generated feel. To achieve this, we chose to film relatable, everyday scenes inside a real family home. We filmed real dirty surfaces that everyone watching can relate to–a grimy stove top, a dusty bike from the back of the garage, moldy grout. We chose an authentic cast, consisting of real parents and children. Launched in March 2018, our 15-second and 6-second videos and gifs continue to run on Youtube, Facebook, Instagram and Twitter.

This was the most watched digital campaign in Clorox’s history. It generated five times more likes than last year’s campaign and 42.7 million impressions. The brand ad recall lift was 13.1% - much higher than benchmarks. With over three million likes, comments and shares, and an engagement rate of 35.1%, it resulted in countless satisfied fans.