Bissell is building an influencer campaign centered on its viral Little Green Machine.

Bissell is building an influencer campaign centered on its viral Little Green Machine. Since the beginning of the pandemic, the Little Green Machine has been a mainstay of #CleanTok as people rave about the product’s magic ability to transform just about any piece of upholstered furniture / decor. According to Bissell, sales of this trusty cleaning device have tripled in the last two years—mostly thanks to #TikTokMadeBuyIt and #LittleGreenMachine, which counts more than 70K views. Now, Bissell is rolling out its first-ever influencer campaign on TikTok. Six influencers will create content showing how the device restores upholstered furniture, rugs, etc., and will rely on comments from viewers to show what else the Little Green Machine can do. YPulse’s New Content Creators trend research shows 68% of Gen Z and Millennials are open to a brand reaching out to them directly to promote them on social media, and Bissell’s strategy is a key example of how brands can build influencer campaigns around conversations that are already taking place on social media. (AdAge)