Vileda achieves 306% sales growth and reaches 1.8 million pet owners through targeted social campaign

Social media & influencer
Digital strategy

Client overview

Vileda has built a reputation over the past 60 years as a leading household brand known for its high-quality, reliable cleaning products that incorporate innovative technology. Despite their established success, Vileda recognised the need to adapt to an evolving demographic, particularly among pet owners, and sought to extend their reach within the digital space.

The challenge

Vileda faced the challenge of connecting with a new audience of pet owners, a demographic that had previously gone untapped but showed significant engagement potential through a community audit.
The goals were clear:
To engage this new target audience
Provide them with reasons to interact with the Vileda brand
Highlight the unique pet-related selling points (USPs) of their cleaning products.
“CTI Digital has done an exceptional job introducing Vileda to a new, pet-friendly audience and positioning the brand at the forefront of pet-friendly cleaning. The team went above & beyond to execute a campaign that was both strategic and creative and we’re delighted with the sales boost it has given us. We’re always blown away by the impact CTI can create with a small budget, but we were over the moon with the results of this campaign!”
— Emma Crosland Marketing Manager , Astonish

The Approach

We developed a campaign structured around three phases, each designed to build upon the previous one for maximum impact.

  • Phase 1 - Influencers for discovery

    We engaged influencers to run polls on pet-related issues among their audiences, garnering over 15,000 votes. This first step provided vital insights into the concerns of pet owners, laying the foundation for content creation.

  • Phase 2 - Production

    Understanding that traditional stock photography would not resonate with social media users, we arranged an in-house photoshoot featuring employees with pets. This resulted in authentic imagery that aligned perfectly with our audience’s experiences.

  • Phase 3 - Activation

    We launched the social campaign, using data from the polls to craft targeted messaging highlighting Vileda as a safe, chemical-free solution for pet messes. Additionally, we partnered with pet brands to offer giveaways, creating sustained engagement.

The Results

Vileda were deeply resonating with a previously overlooked audience of pet owners, and driving impressive sales growth.

The campaign successfully engaged nearly 2 million pet owners in the UK, generating tens of thousands of interactions on social media while simultaneously driving brand awareness and boosting sales. Following the initial success, Vileda opted to extend the campaign into the holiday season, further amplifying their message and reach.

The strategic layering of influencer collaboration, tailored content creation, and targeted social activations ensured that every aspect of the campaign contributed to the overall objectives.

  • To be removed
    306%
    boost in sales month-on-month
  • To be removed
    117,000
    total interactions across platforms
  • To be removed
    452,000
    people reached on social media
  • To be removed
    621%
    increase in Facebook followers

Results breakdown

  • Influencers

    • Combined audience of 355,000+ across 3 influencers • 15,000 votes cast in polls

  • Social Media

    452,000+ reach 574,000+ impressions 37,000+ engagements Facebook: 169% uplift in reach & 621% uplift in followers Instagram: 262% uplift in reach & 92% uplift in followers Instagram Stories: 155% uplift in users

  • Ads

    1.2 million reach (+164% vs KPI) 2.7 million impressions (+172% vs KPI) 63,000 interactions

By understanding the duality of love and frustration that pet owners experience, Vileda successfully positioned itself as a relatable, trustworthy brand. The authentic and engaging content resonated with the audience, showcasing that Vileda is more than just a cleaning brand—it’s a partner in a pet owner’s clean-up journey