Introduction

At the end of 2023, we partnered with Vileda, the renowned cleaning and household products company, to boost the launch of their new Actifibre Soft Universal cloths in the Spanish market. This innovation offers excellent cleaning and absorption power: with just one swipe, it leaves surfaces spotless thanks to its polyurethane coating and soft touch.

Vileda’s Objectives

The goal of the campaign was to increase awareness of these new cloths and educate consumers about their quality and benefits through the creation of large amounts of educational content on social media, generated by real consumers.

#VistoyNoVistoVileda: The Magic of Cleaning

We developed a creative concept to unify all content and capture attention on social media using the hashtag #VistoyNoVistoVileda (“Seen and Unseen Vileda”) This name is because Vileda Actifibre Soft cleans in the blink of an eye, almost like magic! However, the “magic” in this case lies in the quality of its coating, a new generation of microfibers that clean and absorb exceptionally well.

Detailed Selection of Influencers

We selected 100 nano and 20 micro unpaid influencers through our platform trnd.es. The majority were women, with an average age of 35, responsible for purchasing cleaning products for their homes. Additionally, 3 out of 4 participants claimed to clean daily.

Campaign Implementation

All participants received a pack of 5 Vileda Actifibre Soft cloths at home along with educational material about the product. Once they became Vileda experts, we invited them to try the cloths and share their experience on social media, highlighting the main benefits. The 4 additional packs were for distribution among friends and family, along with a 20% discount code for Vileda’s website.

Results for Vileda Actifibre Soft

The influencers generated 287 pieces of authentic content on Instagram and TikTok, achieving over 1.8 million online impressions. In their stories, they shared the link to the product page on Amazon, obtaining 677 clicks. Offline, the 120 ambassadors generated 13,927 personal recommendations. Additionally, 89% claimed to have distributed the 4 additional packs of the new cloths to their acquaintances.

Consumer Opinions and Insights

At the end of the campaign, 99% said they would recommend the product, rating it 4.8/5. Furthermore, 96.6% stated they would purchase the product after the campaign ended, particularly highlighting its cleaning and absorption power.

“Getting to know these incredible cloths has been amazing! They have made cleaning much easier, it’s incredible how much they absorb and leave any surface shining. I distributed them to my family, and they loved them too. I used to use a generic brand, but there’s no comparison; I’m switching to Vileda from now on.” – nano influencer

Scroll down to discover the KPIs.