The Brief

BISSELL upholstery and carpet cleaners were some of the first products to go viral on TikTok as the app was gaining popularity in the US. Consumers were spending on products to keep their homes clean during lockdown and sharing the dramatic and satisfying results on this new hyper-visual platform. This created a perfect opportunity for BISSELL to own #CleanTok and invest in TikTok as a primary platform.

The Strategy

We developed a content strategy and production plan that integrated a variety of different content styles to create an ongoing responsive production calendar that was scrappy, quick-turn, and on-trend. Using social listening insights, we could react to trending formats and feature viral products like the BISSELL Little Green Machine, while also identifying which products were gaining traction that we wanted to introduce to new brand fans.

The Goal: Grow BISSELL’s TikTok account organically by capitalizing on the love being shown to the Little Green Machine and expand that brand halo across all BISSELL products, turning consumers into loyal brand advocates.

The Results

With a regular cadence of posting on-brand content that spoke to our audience’s interests, in one year we saw exceptional growth and engagement. Platform views for #LittleGreenMachine exceeded 72 million views and BISSELL’s TikTok page had a 3,700% increase in followers. BISSELL TikTok had 3X the followers of their nearest competitor, establishing them as the cleaning authority on all things #CleanTok.