Somat (Henkel) Social Media Marketing
UGC Campaign — Re-Booked
Year-round UGC video campaign management for Somat — authentic creator content to boost brand perception for Germany's #1 dishwasher brand. Successful video performance led to re-commissioning for additional content.
Quel était le problème ?
Dishwasher tabs are the ultimate low-interest product on social media. Nobody follows a dishwasher brand for entertainment. Somat needed to find creative angles that make an invisible household product visible and engaging — especially on TikTok where utility content can go viral if it solves real problems.
Comment nous l'avons résolu
We created TikTok content around "dishwasher hacks" and satisfying cleaning content — capitalizing on the platform's love for oddly satisfying videos and household tips. UGC creators demonstrated Somat in real kitchen scenarios: loading techniques, cleaning challenges, and product comparisons. The strategy turned a commodity product into shareable content by focusing on the satisfaction of clean results rather than product features.
Dishwasher Hack Content
Loading techniques, cleaning challenges, and product comparisons — making an invisible product the hero of viral TikTok tips.
Oddly Satisfying Format
Capitalizing on TikTok's love for satisfying cleaning videos — the clean result IS the content, not the product.
Real Kitchen Scenarios
UGC creators in authentic kitchen settings — relatable situations outperform studio-perfect product demos.
Commodity to Content
Turning a low-interest product into shareable content by focusing on the satisfaction of results, not feature lists.
Household products: authentic UGC beats polished brand content. When the client re-books, the performance spoke for itself.
Somat (Henkel)
Somat is Henkel's leading dishwasher detergent brand in Europe, offering tabs, gels, and rinse aids. A market leader in Germany and several European countries, Somat stands for powerful cleaning performance and convenience.
The brand continuously innovates with products like Somat Excellence and Gold, targeting households that want sparkling results with minimal effort.
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