Portfolio

About this Project:

As the leading expert on cleaning, the American Cleaning Institute consistently works to stay relevant in the news and arm a wide range of audiences with the right cleaning information to mitigate germs and help people stay healthy.  ACI challenged BRG to build a high-impact influencer program that would extend messaging to audiences who need it most.

Together with ACI, BRG built a series of influencer efforts. For each campaign, BRG led influencer mapping and identification, content development, pitching and relationship negotiation. BRG also supported each effort with robust traditional media efforts to create a surround sound of visibility. Campaigns have ranged from arming parenting influencers with safety messaging around proper storage of liquid laundry packets to helping college students adopt cleaning practices to stay healthy as they returned to campus during the COVID-19 pandemic.

The award-winning multi-year program has engaged 80+ influencers through more than 100 social activations ranging from blog posts, live online events, TikTok videos, viral memes and more.