Cleanipedia

To launch Unilever’s global expert platform for cleaning tips and tricks called Cleanipedia to Pakistani audience through a co-created campaign on Instagram engaging content makers to produce fun, interactive and attention-catchy cleaning hack/tip videos using the multi-national brand’s portfolio products associated to home-cleaning.

Teamed up with Instagram’s most diverse and engaging Pakistani content creators belonging to different cities and regions to tap the audience throughout by producing fun and interactive houseclean hack/tip videos educating people about the initiative of Cleanipedia, its effort to make house-chores easy and usage of Unilever’s products. The campaign was designed to show how house-chore management could be turned fun and happening – only if people start following the cleaning hacks introduced by Cleanipedia Pakistan. For the campaign that spanned over two months, four content creators were engaged based in different cities and regions such as Islamabad and Karachi (Pakistan), Rotterdam (Netherlands) and Sydney (Australia) to ensure reaching Pakistani TG of variable demographics.