Due to the current circumstances, lockdown has seen more and more people channel their inner Mrs Hinch and become cleaning mad! Our client, cleaning and laundry experts, Dr. Beckmann recently reported a 231% surge in traffic to their website, as customers switch from dabbing to scrub-a-dub-dubbing!


As the demand for cleaning products reached a record high, Dr. Beckmann tasked us with promoting their brand new Power-Foaming Toilet Cleaner – who said PR wasn’t glam?!


We put on our thinking caps and our rubber gloves and got down and dirty with making this new toilet cleaner the HOT new product of Instagram, and it sure cleaned up the social feeds.


It may not have been some sexy lingerie, or a newly launched cocktail, but the Power-Foaming Toilet Cleaner certainly came up trumps with the influencers and national media, making a big impression!


So how do you make an unglamorous product into an Instagram success?!


We started by carefully researching which Instagram stars love to share their cleaning tips and targeted them with the new product. These weren’t your typical homes influencers like you might expect..  But included Geordie Shore’s Marnie Simpson and “I’m loyal boo” Love Island star Georgia Steel. Cleaning super influencer Mrs Hinch said she was ‘obsessed with the foam’ and Love Island star Olivia Bowen also shared the love for the loo and rated it a 9/10 – she definitely wants to couple up with this product.


The result, over 36 influencers featured the product across their Instagram stories and posts, The media became clean obsessed with the product as it received stand-alone coverage in The Sun, Daily Express and OK! Magazine.


So I bet you’re thinking, how do you make toilet cleaner sexy?



    A secret weapon that creates movie magic – foam sweet foam! The cherry on top of the cake, is that the Power-Foaming Toilet Cleaner produces a mountain of deep clean, foaming fun. The foam rises to the top of the bowl into an eruption of cleaning chaos and you don’t even have to get your hands dirty – win, win!



    Content is king and to create amazing content that goes viral, it needs to be instagrammable. The Dr. Beckmann toilet cleaner’s foam is enough to make anyone excited. Similar to a club’s foam party, except this foam stays in the toilet’s bowl and doesn’t leave you feeling flushed. Rock ‘n’ (loo) Roll!



    We wanted to get this toilet cleaner into the homes of Dr. Beckmann’s famous fans, so we sent the product out to our VIP cleaning and lifestyle influencers and watched as the product did the talking for us. Influencer partnerships are a huge factor in creating hype around a newly launched product, word of mouth and honest reviews have never been more important in an era of fake news!



Give it a try and I bet you can’t resist capturing content of the foamy paradise bubbling away in your bowl. Fab-LOO-ous!



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About the Author

Daisy Vickers