Translated traditional TV authority messaging into scroll-native paid social storytelling

At a category level, CleanBoss traditionally communicates through authority and efficacy storytelling, which performs well in long-form formats like TV. For paid social, I explored how that brand trust could translate into a sharper narrative rooted in everyday lived insight. Inspired by small NYC apartment living, the concept reframed CleanBoss as a 15-in-1 cleaning solution designed to simplify household clutter rather than simply emphasize germ protection.

The “15-in-1” positioning focused on space efficiency and product versatility. Instead of competing on standard disinfectant claims, the creative explored emotional and practical value around consolidation. Two hook variants were developed, one using a trend-adjacent POV format to establish relatability and another with a simple question designed to activate self-reflection around household cleaning behavior.