Turning the Green Handle into a Household Name: Launching Libman’s Influencer Era

The Challenge:
Libman Cleaning is a household staple. Their signature green-handled tools are instantly recognizable in homes across the country. Despite this widespread visibility, brand recognition has fallen behind product familiarity. Most consumers have the tools in their closets, but few could name the brand behind them.

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The challenge was clear: how do you turn a well-known product into a well-known brand?

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Our goal was to launch Libman's influencer marketing program from the ground up. The mission? Build brand awareness, give Libman a voice in the digital space, and lay the foundation for an influencer community that could scale. In doing so, our goal was to generate high-quality, authentic content that could be repurposed both organically and through paid media, ensuring every piece of content worked harder for the brand.

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The Solution:
To give Libman its moment in the spotlight, we brought it into the everyday hustle — the real, messy, relatable kind that lives on social media.

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We launched an influencer program rooted in relatability. Instead of flashy campaigns or overly branded content, we partnered with influencers whose audiences trust them for their realness (think lifestyle moms and dads, family-focused influencers, comedy personalities, and niche influencers known for signature cleaning series). Our ask was simple: incorporate Libman naturally into their routines, just like any other tool they use every day.

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From “clean with me” videos to skits, chore routines, and even comedic takes on the chaos of parenthood and pets, Libman became part of their daily rhythm. This approach allowed us to:

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• Keep content authentic and conversational, never overly scripted or ad-like.
• Include pets and family dynamics — often the messiest (and most relatable) parts of life.
• Stay true to each influencer’s unique content style, allowing them to tell their own stories with our products seamlessly woven in.
• Repurpose content across organic and paid brand channels to maximize reach, impressions, and earned media value (EMV).
• Build long-term partnerships with high-performing influencers to drive deeper connection and sustained brand visibility over time.

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Our team’s expertise in managing paid budgets allowed us to strategically scale spend and secure top-tier creators like Drew Hallgrimson. Over the course of a few months, this creator alone drove 19.4M impressions through a combination of contracted and organic content.

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By doing so, we not only brought a name to the green handle everyone knows but also laid the groundwork for a scalable influencer network that will grow with the brand.

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The Results:
Since launching in August 2024, Libman's influencer program has grown the brand’s social impressions by 807% and content count by 6,193% – and generated:

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• 37.4M+ impressions across influencer content
• $635K+ in Earned Media Value (EMV) from contracted posts
• 45.5K shares across all influencer content
• 110+ influencer posts, with many organically reusing the product beyond their initial deliverables

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Year to date, we've averaged a CPM of $28.92 for sponsored posts. When factoring in the additional organic posts from influencers, our blended CPM drops significantly to just $8.39. In February alone, we saw an additional 16+ million impressions purely from organic content, demonstrating the sustained traction of our influencer partnerships.

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In addition to generating strong impressions and delivering an efficient CPM, the Libman team was able to fuel their organic social channels and jumpstart a cohesive content strategy with an extensive content library at their fingertips. By combining influencer-generated content with in-house creative, they were able to successfully grow their social following by over 14K followers for Q1 of 2025.

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For a cleaning brand, reusability is our strong suit. Not only did Libman become part of influencers' routines, but it also earned repeat visibility via influencer content with minimal additional investment. The campaign laid the groundwork for lasting brand recognition and a scalable influencer strategy moving forward.

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