Libman came to us as a retail-first cleaning brand with little online presence. While their products were widespread (if you’re reading this, you likely have the green-handled broom in your closet), the brand name usually stayed in the background.

From the start, the goal was to deploy a strategic influencer program that would generate significant awareness for the brand across socials.

The Brand:

Libman Cleaning is a household staple. Their signature green-handled mops and brooms are instantly recognizable in homes across the country. 

The Challenge:

Despite this widespread visibility, brand recognition has fallen behind product familiarity. Although most consumers have the tools in their closets, few could name the brand behind them.

The challenge was clear: How does a legacy cleaning brand become digitally native and generate awareness?

The Solution:

When Libman came to us to build their influencer marketing program from the ground up, our goal was to not only build brand awareness, but real product preference in the retail aisle. 

We built an army of influencers, spanning micro-creators with 10K–100K followers to mid-tier and 1M+ voices, to scale visibility across audiences.

By leveraging seasonal messaging with entertaining, lifestyle-driven content, we seamlessly wove Libman products into everyday moments.

We worked with creators like The Varney Family, Kristin Johns and Erisa Laska to help position Libman as a brand that’s built to last when tackling the family messes.

To showcase Libman as the cleaning supplies that are perfect for the city-living aesthetic apartment, we collaborated with Drew Hallgrimson and Ana Wolferman.

And to ensure Libman was culturally timely, we partnered with The Martin Family to highlight the release of Wicked: For Good.

With the goal of a family-made brand at the forefront of the Libman name, we partnered with creators over a wide-range of demographics to show how the Libman family spreads far and wide. 

Results:

In 2025, the mop brand has an established voice on social, that has turned household recognition into meaningful engagement and preference:

‍

• In the span of the year, the influencer program has helped grow the Instagram community by 150%, from 40k (January 2025) to 101k Instagram followers.

‍

• 66 authentic Influencers, including lifestyle parents, comedy creators, and cleaning pros helped the brand reach audiences in a relatable, trusted way.

‍

• The influencers’ content has generated 125.2 million impressions, putting Libman front and center for consumers across social platforms.

‍

• In 2025, Libman earned 2.5 million engagements, fueling conversations, shares, and genuine interactions that strengthened brand preference.

‍

• With a $3.61 CPM, the program delivered wide-reaching visibility efficiently, proving that high-quality, authentic content can outperform traditional ads at a fraction of the cost.

‍

By showing up authentically in the places consumers are scrolling to learn, connect and be entertained, Libman has built recognition in a digital context. When faced with a wall of cleaning tools, that familiarity translates to preference and trust in the store aisle.

Check out some of the standout content...

‍

‍