Cillit BangClient
Project Barry: From Meme to Market ShareProject
Content · OGB - LDN
About
After nearly a decade away from our screens, Cillit Bang staged the most anticipated comeback in household cleaning history. Turning years of internet (and media) speculation, conspiracy theories, and meme culture into a strategically crafted, social-first campaign, “Coming Clean – the Barry Scott mockumentary” answered the burning question: “Whatever happened to Barry Scott?”
We seeded intrigue on TikTok, launched with a Bang! and then let culture carry it: Barry appeared at the London Marathon, UGC did the rest. Earned and social worked hand-in-hand, building a compelling campaign that got the tills ringing.
Results
- 34.76m views: 87.5% positive sentiment,11%+ engagement and +238% increase in TikTok followers
- 596m reach: 71 pieces (7 nationals, 2 broadcast), 100% key message inclusion
- Highest sales growth in two years: +37% unit sales, +34 bps share
“By leveraging nostalgia and developing a social first creative, this campaign has delivered exceptional engagement rates, resulting in real commercial impact."
Xinna Zeng, Strategic Marketing Leader, Cillit Bang