Cleanipedia.com: Unclean Catalogue

Cleanipedia, a website dedicated to cleaning and household tips, increased website usage in South Africa by creating a series of online videos that offered the chance to win dirty furniture before delivering it to winners, cleaned as if brand new.

Campaign details

Brand: Cleanipedia.comAdvertiser: Digitas LiquoriceCountry: South Africa

Strategy

Objective
  • Create a Website Content Strategy for Cleanipedia that takes it from a low engagement / low interest platform, to an engaging platform that solves genuine consumers' needs for consumers, and keeps them coming back for more.
  • Localise the Cleanipedia 2.0 Strategy for South Africa, and propose how the new model can work within the local landscape
Target Audience
  • LSM A
  • South African
  • Millennials
  • Men & Women

Psychographic

  • Cleaning is a chore, not something they aspire to spend their time doing, however, they do enjoy that...

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