#YasClean: How Clorox Made Cleaning Go Viral on TikTok
Clorox Scentiva TikTok Relaunch – Spring 2021
To relaunch Clorox Scentiva post-COVID, I led the company’s first-ever TikTok campaign, rooted in the insight that consumers were burnt out from the mundanity of cleaning and craving moments of levity and self-expression. We repositioned Scentiva from “vacation-inspired” to a self-care ritual — and met the moment with #YasClean, a culturally relevant TikTok challenge featuring Billy Porter designed for joy, movement, and viral reach.
Results:
The TikTok challenge went viral! Over 1 billion views on TikTok
+4 points share growth in the category
First Clorox brand activation on TikTok
Sparked widespread organic participation from creators and consumers alike
The campaign became a case study in how legacy brands can show up credibly on emerging platforms by meeting consumers where they are — emotionally and culturally.