Kleen-Pak
How do you influence choice and drive purchase in a category driven by habit and price?
Campaign Name
Kleen-Up Stain Remover Launch
Kleen-Pak
How do you influence choice and drive purchase in a category driven by habit and price?
Kleen-Pak activated its in-house consumer brand, Kleen-Up Stain Remover, within an FMCG category where purchasing decisions are often driven by routine rather than active consideration. In such environments, visibility alone rarely translates into choice or purchase. The campaign approached influencer marketing as a demand-shaping tool, focusing on disciplined creator selection and content execution to influence consideration at the point of decision. By prioritising video best practices and integrating commerce-enabling mechanics, the work demonstrated how social media could move FMCG products beyond passive awareness toward measurable intent and action.
Campaign Name
Kleen-Up Stain Remover Launch
The Challenge.
In FMCG categories such as household cleaning, purchasing decisions are often habitual and low involvement. Products are bought out of routine or convenience, with limited active evaluation at the point of decision, making it difficult for brands to meaningfully influence choice.
On social media, this challenge is amplified. While platforms offer scale and visibility, uncurated creator content in functional categories often blends into the feed, struggling to communicate value clearly or prompt action.
This creates a fundamental tension for marketers. If demand is largely driven by habit and price sensitivity, the role of influencer marketing can easily be reduced to surface-level awareness rather than meaningful consideration.
The objective was to interrupt habitual purchasing behaviour and demonstrate that well-executed creator content could meaningfully influence choice and drive purchase intent, even within a low-involvement, habit-driven FMCG category.
The Solution.
The solution focused on proving that influence in FMCG is driven by execution quality rather than volume. Rather than seeding widely or relying on unstructured creator output, the campaign prioritised curated creators who could deliver clear, engaging video content aligned with platform best practices.
Content was designed to work efficiently within short attention spans, using strong hooks and concise demonstrations to surface product utility quickly and prompt active consideration.
To extend impact beyond awareness, affiliate links were integrated into creator content, creating a direct pathway from attention to clicks and purchase, and enabling influencer marketing to contribute meaningfully to intent and conversion within a traditionally low-involvement category.
The strategy prioritised disciplined creator selection, structured video execution, and commerce-enabled mechanics to translate attention into consideration and purchase behaviour.
The Outcome.
The campaign demonstrated that influencer marketing could meaningfully influence behaviour even within a habit-driven FMCG category. Curated creator content delivered clearer value communication, prompting audiences to engage more deliberately with the product rather than passively scrolling past it.
The inclusion of affiliate links provided a direct signal of effectiveness beyond engagement, visibly translating attention into clicks and purchase actions. This validated the role of structured influencer execution not just in driving awareness, but in contributing to measurable consideration and conversion.
Overall, the campaign showed that with strategic creator selection and commerce-enabled content, social media could function as a credible demand driver for FMCG products traditionally shaped by routine and price sensitivity.
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