With nearly no social following and little brand recognition in the U.S., Persil knew it couldn’t just buy its way onto Gen Z’s feeds–it had to earn its place. So instead of creating traditional ads, we built a live, social-first experience from the ground up. The strategy was simple: treat social media not as a media channel but as the idea itself. Create not an ad, but a must-watch event.

Christian Siriano would act as more than just a spokesperson, he would be our creative partner and cultural bridge. His credibility as a designer, mentor, and proud outfit repeater, gave the message real weight. Rather than rely on scripted ads, we embraced the unpredictable nature of live social media by inviting comments, callers, and co-creators to shape the experience in real time. Social by nature, Persil went from virtually unknown to the most talked about detergent on TikTok–showing up not just as a brand but as a part of the conversation.

Bringing the Wardrobe Refresh Hotline to life meant orchestrating TikTok’s first-ever 24-hour interactive livestream. We reimagined the traditional hotline by building a backend system that patched callers dialing 1-855-Wardrobe directly into the TikTok livestream, and created a minute-by-minute run-of-show program.

To make it feel like Christian was live for 24 hours, we introduced a cast of Christian stand-ins who entertained viewers during his breaks. From Fabric ASMR at night to folding laundry and doing yoga in the morning, every segment was tailored to match time-of-day. This wasn’t just a hotline, it was a platform-native livestream experience that turned viewers into participants. Viewers and influencers drove tune-in and took part. A community management team engaged in real time while having contingency plans for unexpected moments. It made Persil a main character in the cultural conversation and proved the power of TikTok Live as a bold new media channel.