MoleculeteamedupwithMyHenrytointroducetherenownedvacuumcleanersonTikTok.
The challenge was to translate Henry’s strong brand image into a social-first strategy that would resonate with a younger audience, without losing the recognizability and personality that have made the brand iconic. Rather than simply creating a presence on TikTok, our ambition was to build an active community around the brand and turn MyHenry into a recognizable and relevant social personality.
By combining mascot-led entertainment, relevant cleaning content and active community management, we created a recognizable and engaging presence on the platform. Henry and Hetty were brought to life as social personalities, becoming recurring characters across both online content and offline brand activations. Alongside this, we created cleaning-focused content tailored to the interests, trends and behaviours of the TikTok audience. Performance and audience interactions were monitored continuously, allowing us to optimize successful formats, respond to trends and actively create conversations with the community.