When Davis Miller and Kerrie Longo joined the social media team for Scrub Daddy—the cleaning brand known for its bright yellow, smiley-face-shaped sponges —they were presented with a monumental task: overhaul the brand’s TikTok strategy to appeal to the platform’s large Gen Z audience.
In just a little over a year, the two social media managers have led Scrub Daddy to become one of the most successful brands on TikTok, amassing over 1.8 million followers and 38 million likes across all of the brand’s videos. Miller and Longo agree that the biggest contributor to Scrub Daddy’s rapid growth on the platform has been their consistent focus on producing “self-aware” content that plays up the fact that their videos are advertisements for the brand and embracing Gen Z’s “almost absurdist” sense of humor.
“The idea of a self-aware ad has translated really well onto TikTok,” Longo said. “Gen Z is very aware of ads; they’re really savvy when it comes to ‘I’m being advertised to, and I don’t like that’ ... We know that you know that we’re advertising a product, and we’re going to throw it in your face.”