CLEANING GENERATES A SURPRISING AMOUNT OF ENGAGEMENT ONLINE

Summary from the TLDR Marketing newsletter

Unilever's Dirt Is Good promotes the benefits of getting dirty, challenging traditional cleanliness messaging. The brand practices “storyliving” instead of just storytelling, with its team fully believing in and living the story of the brand. It uses local insights, finding sweat is the most common stain, followed by period and food stains, with many unaware of how to remove them. The “Every Stain Should Be Part of The Game” campaign found that 68% of UK and 90% of Saudi women don't know how to treat period stains. Dirt Is Good also embraces influencer marketing, using “cleanfluencers” on TikTok to boost engagement.