MullenLowe Turns a Messy Manchild Into a Verified Cleanfluencer in Just 1 Week

Integrated communications agency MullenLowe UK has teamed up with cleaning authority Cleanipedia to launch a new TikTok series, ‘The Worst Guest Ever.’ This collaboration is among the first to focus on a social media-centric marketing strategy, following Unilever CEO Fernando Fernandez's statement on increased spending on social media and the growing value of influencers.

TikTok’s first genre-bending 'cleanertainment' comedy series features "Steve," dubbed 'The Worst Guest Ever' by rental BnB hosts, transforming into an unexpected 'cleanfluencer’.

Throughout the series, Steve experiences ‘the ultimate cleaning crash-course’ whereby he completes a variety of cleaning challenges in some weird and wonderful locations. In the first episode he cleans up after a raucous hen-do using Cleanipedia hacks to help him deal with vomit and fake tan stains before facing fish guts on a boat, unmentionable stains at a nudist camp and polishing armour in a spooky manor house. As the most unlikely cleanfluencer, Steve shows the public that anyone can be a cleaning pro when they are armed with the expertise of Cleanipedia.

The campaign will be going live throughout April in five long-form episodes in a first for the category.

Mario Dughi, marketing director, Cleanipedia, said, "Our goal is to provide trusted, expert cleaning guidance in a way that resonates with today’s audiences.” He continues “Through ‘cleanertainment’, we’ve demonstrated that even the most unlikely candidate can become an advocate for better cleaning habits, Engaging our audience in a way that is disruptive, unexpected and incredibly impactful.”

"With The Worst Guest Ever and introduction of the ‘cleanertainment’ genre, we set out to challenge conventions around functional content by demonstrating that it can be both informative and genuinely engaging,” said Eduardo Salles, global creative director, MullenLowe. He continued, “Long-form storytelling remains highly effective, even on platforms like TikTok. By transforming an intentionally exaggerated ‘worst guest ever’ into a cleanfluencer, we created a distinctive character who captured attention, sparked conversation, and resonated across the cleaning industry and wider public."