Your cleaning product looks great in a 30 second video, so let creators show it.
A spray, a wipe, a before and after. Home and cleaning products sell on the satisfying shot, and creators get that shot for cheap. We seed your product, find the posts people actually watch, and turn them into paid ads.
What we do
You have probably tried influencers before. You sent a few products, got a few posts, watched the likes roll in, and nothing moved on the sales page. So you went back to paid ads with your own studio footage, and the cost to get a customer kept creeping up.
Here is the part most people miss. The win in home and cleaning is not the post itself, it is the footage. A creator films your spray melting grime off a stove in a way your in house team never could, and that clip works far harder as a paid ad than as one organic post that disappears in a day.
So we run it as one loop. We seed your product to a batch of small creators every month, we watch which posts get watched and saved, and we put paid money behind the winners as whitelisted ads that run from the creator's own handle.
When a few ads start to tire, we do not push harder on the same clip. We re seed, get fresh footage from new creators, and feed the next batch of winners into paid before the old ones go stale.
That is the whole job. Cheaper footage, honest faces, fresh creative every month, all pointed at the ads that already make you money. We will tell you if your product is not a fit for it.
Home & Cleaning DTC, results we run on
Home & Cleaning DTC, results we run on
452K to 50M
GBP, 2021 to 2024
Purdy and Figg, a UK home cleaning brand whose seeding to paid loop we studied from the outside.
50M
GBP by 2024
Where that same brand landed three years on, still feeding fresh creator footage into paid.
61% lower
cost to win a customer
What the brand reported as it leaned on seeded creator clips instead of studio ads.
78% higher
return on ad spend
The lift they reported once whitelisted creator posts carried the paid budget.
Why this category is different
Why seeding and whitelisting fits home and cleaning DTC
Your product demos itself. A wipe across a greasy hood, a spray that lifts a stain, a tidy drawer that was a mess a second ago. People stop and watch that, and they save it. A creator with a real kitchen and decent light gets that shot for the cost of a starter kit, while a studio shoot costs you a day and a fee and still looks staged.
So we treat the organic post as a casting call, not the finish line. We seed a starter kit to hundreds of small creators over a month, let them film in their own homes, and read which posts people actually watch and save. The handful that pop are the ones we want, and the rest still leave you a stack of footage and a few new fans.
Then we whitelist the winners. With the creator's permission we run paid ads straight from their handle, so the ad reads as a person who likes your spray, not a brand shouting at you. As those ads tire we re seed and refresh, so there is always new footage coming in before the cost to win a customer starts climbing. We build this loop for home and cleaning DTC brands, and the Purdy and Figg numbers above are a campaign we studied from the outside, not one we ran.
Home & Cleaning DTC proof
See real campaigns in this space and what they produced.
Here is how we work:
- 01
Book a call and tell us your desired outcome
Pick a time and tell us the result you want. No forms, no back and forth.
- 02
We get back to you with a proposal
We put together the creators, the plan, and the numbers, all built around the outcome you asked for.
- 03
Onboarding call and approve
We walk through the plan together on a quick call, you approve it, and we get started.
Not ready to talk to us?
Next issue, every Monday
We found the best performing creators for Aug 10 → Aug 16.Hand-picked, not the same five names.
Plus the Influencer Advisory Consultant GPT.
FAQ / 005
Common Home & Cleaning DTC questions
Seeding means we mail your product to a lot of small creators and let them post honestly, with no fee for most of them. It is cheap and it gets you a pile of real footage and a few organic wins. Paid influencer posts are when you pay a creator a flat fee for a guaranteed post. We lean on seeding first because it is far cheaper per piece of content, then we put paid money only behind the seeded posts that already proved they get watched.
Home & Cleaning DTC playbooks + guides
Know the rules of this category.
Plain guides on what to say, what to skip, what gets pulled, and what passes.
Meet the team
