The Cleaning Exorcism
9. Entertainment Kancils [9.4 Influencers & Co-creation]
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case film
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Links:
https://www.instagram.com/reels/DQWmMSEgbc_/
Product/Service:
Tineco FLOOR ONE S9 Artist Steam
Client:
Tineco
Brief:
Cleaning product content often follows a predictable formula: a dirty floor, a product demonstration and a spotless result. Tineco wanted to showcase the FLOOR ONE S9 Artist Steam through Elaine’s social content while creating something her audience would choose to watch as entertainment. The challenge was to communicate functional product features without interrupting the character-driven, absurd and locally relatable humour that defines Elaine’s content.
Solution:
Instead of making Elaine adapt her content to a conventional product demonstration, we built Tineco into her comedy. Elaine became a nun confronting a Hokkien-speaking ghost, turning stubborn dirt into the supernatural enemy and Tineco’s powerful steam into the tool for “purification.” Product features became part of the plot and punchlines, allowing the demonstration to unfold naturally through the story. The result was branded content designed to work as entertainment first, while keeping Tineco central to the narrative.
