Cleaning isn’t inherently exciting, but transformation is.

On platforms like TikTok and Instagram, satisfying “before & after” moments, real-life mess, and authentic routines drive attention.

To break through, content needed to feel native to creators and show the product in action from the very first second.

Launched through a seeding-first strategy, we activated a diverse mix of creators across Sweden, Norway and Finland to build awareness organically.

Creators received personalised PR packages designed for unboxing moments on camera. They then introduced the product through authentic, in-use content tailored to their niche, from CleanTok to family life and humour.

Consistent content across markets built recognition and positioned OneUp as a modern upgrade to traditional mopping.

The launch quickly gained traction across the Nordics, with seeding efforts leading to widespread creator coverage and nearly a million in earned reach.

The standout content focused on real use, real homes, real mess, real results, prompting strong engagement from audiences actively considering the product.

Overall, the campaign demonstrated how a thoughtful, creator-led approach can position a new cleaning innovation as both practical and conversation-worthy, delivering strong return and significant PR impact.