Finish

Cleaning has become relevant and fast-growing content on TikTok, offering unique opportunities for household brands to connect with engaged audiences. Today, 1 in 3 TikTok users actively interact with cleaning-related content, making the platform a natural environment for homecare communication. Moreover, 60% of users purchase a home cleaning product within a week after seeing it on TikTok, highlighting its ability to shorten the path to purchase. Crucially, 29% of TikTok users say they’ve been convinced to buy a homecare product by a creator, underlining the strategic role of creator-led storytelling in influencing consumer decisions*.

The Objective

Finish, the leading brand in the dishwasher care and rinse aid category, set out to prove that TikTok can drive measurable sales impact in the household product segment. The brand aimed to build a strong presence and an engaged community on TikTok to increase brand awareness and top-of-mind recall. The campaign’s core objectives were:

• reposition Finish as a complete solution to have the best dishwashing cleaning experience;

• demonstrate TikTok’s ability to drive real business outcomes.

The key question: can TikTok incremental sales that would not have occurred otherwise?

The Solution

To maximize its visibility and presence on TikTok, Finish adopted a holistic approach focused on creator-led content. In partnership with TikTok, the brand launched a new campaign that focuses on educating consumers about the advantages of using Rinse Aid on top of detergents for shiny dishes and machine cleaner to take care of their beloved dishwasher.

The campaign was centred on education and trust-building through authentic storytelling, leveraged the TikTok Creative Exchange (TTCX) program, partnering with native TikTok creators to highlight product benefits and educate users on the right usages of these two products.

By combining In-Feed Ads with premium Pulse placements, Finish captured users’ attention with a mix of high-impact media formats and relatable, native content. By prioritizing product education and pairing it with engaging creator-driven formats, the campaign succeeded in driving interest and building trust with the audience.

The Results

A GeoLift study conducted by Circana confirmed TikTok’s tangible contribution to incremental sales and marketing efficiency. The campaign ran for six weeks and was activated across all regions in Italy, with specific geographical areas deliberately excluded to establish a statistically valid control group. The results were striking:

• Finish Dishwasher Cleaner Liquid showed +26% uplift in sales, highlighting strong consumer response to the product’s educational messaging;

• Finish Rinse Aids saw a +29% uplift in sales, demonstrating the effectiveness of creator-led storytelling in driving consideration and conversion;

• Overall, featured Finish products experienced a 7.4% increase in sales during the campaign period, confirming the full-funnel impact of the activation;

• The campaign achieved a ROAS of €1.68, outperforming Circana’s category benchmarks by +95% for both the household and detergent segments**.

TikTok proved itself as a high-performing channel capable of driving sustained incremental sales in a highly competitive market. By combining a long-term strategy with creator-led storytelling and premium ad formats, Finish successfully unlocked measurable business value proving that TikTok is where brand building meets business growth.