Challenge
Reviewers love Roborock’s robovacs. Shoppers stall, because prices start at $999 and most people shy away from that. At the same time, every rival says theirs is the best, and Aussies know plenty of creators will say anything for a fee.
Insight
At $999, nobody takes an ad’s word for it. They want to see it handle a real floor, from someone who’d say so if it didn’t.
Idea
A year-long creator program that used different channels in different ways, for the same outcome. Instagram and TikTok became a home for inspiration and validation, and YouTube became the place for long reviews that prove the price is worth it. Then we let everyone tell it their way, whether that’s CleanTok, the Sunday reset, the MAFS dinner party aftermath or the dog that sheds.
How it came to life
Creators
227 creators across Instagram, TikTok and YouTube from March to December, briefed against each new product.
Social
Instagram and TikTok for inspiration and validation, YouTube for long reviews aimed at people already shopping.
Casting
Parenting, fashion, budgeting, health and lifestyle creators, not just tech reviewers.
Partnerships
Paid partnerships alongside gifted units, with both creator targets beaten by November.
Event
A House of Tomorrow event in Sydney, with creators posting from the day.
Social
A TikTok giveaway to close out the year.
The consideration it earned.
Creators, March to December
227
Pieces of creator content
384+
Content interactions
535K
Impressions across Instagram, TikTok and YouTube
16.5M
