37.4M+
impressions
$635K+
in Earned Media Value (EMV)
45.5K
shares
The Challenge
Libman Cleaning is a household staple, with their signature green-handled tools instantly recognizable in homes across the country. Despite this widespread visibility, brand recognition had fallen behind product familiarity. Most consumers had the tools in their closets, but few could name the brand behind them. The challenge was clear: how do you turn a well-known product into a well-known brand?
The Solution
To give Libman its moment in the spotlight, we brought it into the everyday hustle—the real, messy, relatable kind that lives on social media. We launched an influencer program rooted in authenticity. Instead of flashy campaigns or overly branded content, we partnered with influencers whose audiences trust them for their realness (think lifestyle moms and dads, family-focused influencers, and comedy personalities). Our ask was simple: incorporate Libman naturally into their routines, just like any other tool they use every day.
This approach allowed us to:
- Keep content authentic and conversational, never overly scripted or ad-like.
- Include pets and family dynamics—often the messiest (and most relatable) parts of life.
- Stay true to each influencer’s unique content style, allowing them to tell their own stories with our products seamlessly woven in.
Through this strategy, we positioned Libman as a trusted partner in smart and effortless cleaning, making it part of their daily rhythm.
The Results
Since launching in August 2024, Libman’s influencer program has grown the brand’s social impressions by 807% and content count by 6,193% and generated:
- 37.4M+ impressions across influencer content
- $635K+ in Earned Media Value (EMV) from contracted posts
- 45.5K shares across all influencer content
By turning a well-known product into a well-known brand, the campaign laid the groundwork for lasting brand recognition and a scalable influencer strategy moving forward.
