"Ask Team Clean": Content Creation for Henkel's Ultimate Home Hack Hub

Background and Challenge

Henkel Laundry & Home Care faced the challenge of marketing their extensive product portfolio in a contemporary way while establishing direct connections with households. While grandmother's handwritten cleaning tips remain cherished, modern consumers sought digital solutions for household management. Henkel LHC needed a platform that would deliver expert knowledge, engage the community, and simultaneously make their brand world tangible.

Approach and Realization

The solution emerged as "Frag Team Clean" ("Ask Team Clean") – a comprehensive advisory platform featuring over 1,000 well-researched articles. The core consists of a sophisticated eCRM system built on Adobe Campaign Standard, enabling precise user analytics and personalized content delivery. Product tests, competitions, and exclusive campaigns create additional touchpoints with the Henkel LHC brand universe. The content strategy expanded to include social media channels like Facebook and Instagram to connect the community even more closely. An integrated eShop significantly shortens the journey from interest to purchase.

Results

Frag Team Clean evolved into the central hub for thousands of households, exceeding expectations daily. The platform successfully combines expert knowledge with brand leadership, generating measurable conversion success. The sustainability focus appeals to environmentally conscious consumers and strengthens brand perception. Due to its outstanding success, Frag Team Clean is being expanded to serve as the official consumer care center for all LHC product brands. The close collaboration encompasses content creation, social media management, design development, and eCRM administration – a holistic approach ensuring sustainable success.