SWIPE EX: Literature of Mindful Cleaning

Sharon Lam

Cleaning products brand SWIPE used packaging, events, POS and online ads to launch a new premium product in Hong Kong.

Campaign details

Brand: SWIPEBrand owner: SWIPE (Hong Kong) LimitedLead agency: TKS PartnersContributing agencies: Spoon Digital LimitedCountry: Hong KongIndustries: Cleaners & detergentsMedia channels: Competitions & contests, Content marketing, Events & experiential, Gaming & in-game advertising, Newspapers, Point-of-purchase, in-store, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

This case study describes how SWIPE Hong Kong grew its business and brand equity by creating a cross-platform content marketing strategy in the cleaning detergent category, using an emotional – rather than the conventional functional – approach....

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