Cleaning / FMCG · 18-month program · Influencer, seeding, paid amplification
A dual-engine creator program that beat household ad blindness, pairing comedy reach with raw social proof.
The challenge
Cleaning products get scrolled past. Jif needed to break through category ad blindness and reach a younger, mobile-first audience well beyond the usual cleanfluencer bubble.
The strategy
We ran a hybrid roster of 90 creators built around two complementary jobs, one for reach and one for trust.
The results
The dual engine delivered 13.8M-plus video views and 121K engagements across 120 published assets, reaching well beyond the existing cleaning audience.
The work
A sample of the creator content that drove the program.
The takeaway
No category is too boring for viral success, comedy carries the reach and organic social proof builds the trust.
More work
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