#YasClean: How Clorox Made Cleaning Go Viral on TikTok
Clorox Scentiva TikTok Relaunch – Spring 2021
After a year of pandemic-driven cleaning fatigue, I led Clorox's first-ever TikTok campaign to relaunch Scentiva — transforming spring cleaning from dreaded chore to joyful self-care ritual. The insight: consumers were burnt out from relentless disinfecting and craving moments of levity and self-expression.
We partnered with Billy Porter to launch #YasClean, adapting the LGBTQ+ community's celebratory phrase "Yas Queen!" into a rallying cry for cleaning. The strategy centered on an irresistible audio track and TikTok challenge inviting users to transform their homes "from drab to fab" — with an unforgettable earworm that made the campaign unmissable.
The execution reached beyond Billy's hero content to six unexpected TikTok creators across diverse verticals (makeup artists, dancers, drag queens), each showcasing boundary-pushing transformations while 360-degree amplification through Pandora, PopSugar, and earned media (GMA, BET, Essence) created surround-sound impact.
Results:
11.3 billion video views on TikTok (2.8 billion in first 3 days alone — 75% above TikTok benchmark)
862K+ participating users and 543 million engagements
+4 points share growth in the wipes category
Won Share of Voice against top competitor: 61% traditional media, 58% social
3,350% more earned media coverage than top scented competitor
Takeaway: Legacy brands can authentically enter new platforms by meeting audiences where they are — culturally and emotionally. By rooting the campaign in genuine cultural language and partnering with voices that embodied the message, we turned a household chore into a viral celebration that drove both business results and cultural relevance.