Elbow Grease

Strategy, Organic & Paid Social and Design

The Brand 

Elbow Grease® is the UK’s fastest-growing cleaning brand and stocked nationwide by Tesco, Sainsbury’s, Morrisons, B&M and Wilko’s. The original Power Degreaser’s unique properties ensure that Elbow Grease® is the only cleaner you’ll ever need.

The Goal

Elbow Grease® approached Target to help the cleaning brand sparkle online with a social-first content strategy; becoming the agency’s second brand working with Manchester-based FMCG business, 151 Products. The aim was to grow the brand’s online community, increase brand equity and engagement across all platforms.

The End Result

In late 2020, Target turned the Elbow Grease® content strategy on its head. Helping the brand lean into modern Internet culture with relatable cleaning memes, reactive content and cleaning hacks, all underpinned by a soft, humourous tone of voice. 

Along the way, we’ve been incredibly proud to see Elbow Grease® collaborate with 4 million Instagram sensation, Mrs Hinch; grow its Instagram community by 35,000 and counting; launch more than 10 new industry-leading product lines and participate in social collaborations with some of Britain’s most iconic brands, including Henry.

Elbow Grease showreel image
Elbow Grease showreel image
Elbow Grease showreel image
new Instagram followers
cleaning fanatic's reached in 3 months
GIPHY views in 1 month
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