Our campaign helped Philips to storm a new category, crushing established competitors to lead market share.

In 2025 Philips launched into an entirely new category of electric mops with its latest innovation, OneUp mop. The brand needed a campaign to inspire consumers to ditch their manual mops and upgrade to a OneUp. Same behaviour, better experience and results.

Our objective was to build visibility, awareness and ‘hype’ around the launch with a memorable and impactful comms campaign for a low interest category of product. We needed to trigger the realisation that there was a better way to clean floors to motivate purchase.

The business goal was to make gains on the market share of the category leaders.

strategy

We needed to hero the emotional benefits of the product - hassle-free cleaning that gifts you time, confidence and pride...

– while also communicating the functional messages around how it works, its speed and efficiency.

Strategic approach:

REALISE – Make people rethink mopping and how they are actually cleaning floors with dirty water with traditional mop and buckets – through surprise, humour, relatability, aspiration
REVEAL – Show there’s a better way – demonstrating how OneUp solves the problem – smarter tech, real results, emotional benefit
REINFORCE – Prove the hype is real – backing it all up with third-party endorsements, community proof, cultural relevance and expert partnerships

Creative and effective influencer content would be at the heart of the approach.

‘Up Your Cleaning Game’ became our creative platform to highlight the gap between our modern cleaning standards and outdated mopping habits. It enabled us to position Philips as the solution that finally brings mopping into the modern age.

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execution

To tease the notion that we’ve all been mopping the wrong way, and position OneUp as the solution, we gifted micro influencers across target cohorts, giving each a creative content concept that would spark interest and conversation.

Parents of weaning babies – Baby Vs Mop #blw
Pet owners – Pawsitively Filthy #doglover
New home owners/ home reno – Moperation Clean-Up #reno
Cleaning enthusiasts – The Mop Movement #CleanTok

With the product live, next came our hero creative moment – dubbed Filthy Britain – where we tapped into our insight around mums bearing the brunt of impossible cleaning standards amid the chaos of parenting.

Influencer Charlotte Dawson (1.5M following), known for her hilariously candid take on mum-life, became the star of a video showing OneUp coming to the rescue of her filthy living space.

Next came content from macro influencers Louise Boyce (869k followers) and Jane Dowden (373k followers), who produced tongue-in-cheek video content highlighting the tension between social trends and parenting reality.

Meanwhile, Smoking Gun’s newsmaking team hit national headlines with a story exposing an uncomfortable truth – that traditional mopping methods are making Britain’s floors dirtier, not cleaner – further reinforcing our message and expertise.

And in our final ‘push to purchase’ – our campaign finale – we partnered with Queen of Clean Lynsey Crombie of This Morning fame and cleaning expert and author Anna Louisa for ‘Floor Play’.

This content strand was all about scientific visual proof of performance – showing real results. We sent the influencers into UK homes to uncover the lurking, unseen grime using live dirt cameras.

We took this one step further by taking Lynsey to the ‘Home, Life & You’ consumer show at Excel London, where she led a ‘flash mop’ performance to create stand-out for Philips against competitor stands and further engage consumers.

results

Market no.1

While the goal as a brand new entrant was to begin to make gains on the market share of eMop category leaders, data post-campaign actually showed Philips had become #1, overtaking the competition.

Unit sales rose 448%

Unit sales gained momentum as the campaign progressed, rising 448% from the early weeks of activity to its culmination.

Drive to retailers

Content generated thousands of clicks to retailers John Lewis, Argos and Currys.

18.2 million video views

across TikTok and Instagram.

2.6 million engagements

across social platforms.

263 media hits

from high reaching regionals to national news and homes & lifestyle press – plus 570 retailer weblinks.