Somat (Henkel) Social Media Marketing — UGC Campaign — Re-Booked

Dishwasher tabs are the ultimate low-interest product on social media.

Nobody follows a dishwasher brand for entertainment. Somat needed to find creative angles that make an invisible household product visible and engaging — especially on TikTok where utility content can go viral if it solves real problems.

We created TikTok content around "dishwasher hacks" and satisfying cleaning content — capitalizing on the platform's love for oddly satisfying videos and household tips.

UGC creators demonstrated Somat in real kitchen scenarios: loading techniques, cleaning challenges, and product comparisons. The strategy turned a commodity product into shareable content by focusing on the satisfaction of clean results rather than product features.