Somat (Henkel)
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.
Was war das Problem?
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.
So haben wir es gelöst
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.
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