We developed a long-term communication strategy, divided into 6 phases, each focusing on a different aspect of the Ask Team Clean platform.

We engaged 6 brand ambassadors, aiming to reach a wide audience, mainly women interested in cleaning and organizing spaces. For several months, influencers created practical content based on cleaning tips, laundry, home care, DIY, recycling, and upcycling.

We built communication around the practical usability of the site, while also showcasing Henkel products. The promotion was supported by dedicated merchandise with the brand’s logo—a kitchen apron, a cleaning supplies organizer, and a laundry bag. In addition to Instagram posts, stories, and carousels, creative reels were produced to encourage registration on the platform and drive traffic.

The #Cleanfluencers demonstrated how to use a special label scanner and shared their own checklists and tips. The varied formats ensured sustained audience attention.