Exclusive: How Clean Cult’s “Join the Cult” campaign made sustainability go viral
Clean Cult’s TikTok campaign turned a taboo word into a sustainability movement. Here’s how they pulled it off
When a brand calls itself a "cult," it better be ready to explain why. For Clean Cult, the name became the spark for a TikTok campaign that flipped sustainability marketing on its head. Instead of guilt, the brand used irony. Instead of top-down messaging, it empowered creators to co-own the story.
The result? A campaign that had over 40 creators declaring they’d “joined a cult,” delivering nearly a million impressions and making Clean Cult feel more like a cultural movement than a cleaning brand.
In this exclusive interview with Gerardo Mellado, Creative Brand Director at Clean Cult, we unpack how his team turned a risky idea into a scroll-stopping success. Over 40 creators joined the “Join the Cult” campaign, sparking nearly a million impressions and transforming Clean Cult from an eco brand into a cultural movement.
Mellado shares how the concept came to life, how the team walked the fine line between playful and provocative, and why Gen Z responds better to laughter than lectures when it comes to sustainability.
Short on time?
Here is a table of content for quick access:
- The “cult” idea wasn’t a gimmick, it reflected real behavior
- Humor without alienation: getting the tone right
- Why the campaign’s humor resonated with Gen Z
- Creator freedom was a key ingredient
- What marketers can take from Clean Cult’s approach
- What’s next for Clean Cult?
Patrecia Meliana
The "cult" idea wasn't a gimmick, it reflected real behavior
“We couldn’t be called Clean Cult and not have a little fun with it, right?” said Gerardo Mellado, Creative Brand Director at Clean Cult.
According to Mellado, the idea emerged from observing user behavior. “People who switch to Clean Cult don’t just swap products, they change habits. They start refilling, reusing, and rethinking how they clean. That kind of loyalty felt almost cult-like… in the best way.”
The campaign leaned into this with a bold but strategic angle: “Join the Cult.” It turned the idea of exclusivity on its head, using it to promote community, not alienation.
@ally.put The rumors are true... I joined a cult ♥️🧺🫧 @Cleancult #CleanCultPartner #youngmom #cleaningmotivation #sahmlife #momsoftiktok
♬ shine on - choppy.wav
“It gave us a chance to make sustainability feel less serious and more social, without losing sight of our mission,” he explained.
Humor without alienation: getting the tone right
The team knew that playing with the word “cult” could easily backfire. “Tone is everything,” Mellado emphasized. “From day one, we knew the word ‘cult’ could go wrong fast if it wasn’t handled with intent.”
Instead of shock value, Clean Cult aimed for self-awareness and inclusion. “For us, it’s never been about exclusivity, it’s about belonging,” he said.
The campaign became a metaphor for a community that’s “woken up to how broken the cleaning category is and want to be part of something better.”
@carabearthomas They told me joining a cult would change my life. They were right 🌀🧺 #CleanCultPartner #CleanCult @Cleancult
♬ original sound - cara
Mellado explained their creative stance as “playfully provocative.” He added, “We challenge the greenwashing and hypocrisy in the category, but we do it with a wink. Every piece of content still ties back to what makes Clean Cult different: paper-based cartons and products that actually perform.”
Patrecia Meliana
Why the campaign's humor resonated with Gen Z
Unlike traditional sustainability campaigns that lean heavily on emotional appeals or education, Clean Cult chose irony and lightheartedness. That shift was intentional.
“Gen Z has an incredible radar for inauthenticity. They don’t want to be lectured; they want to laugh, relate, and discover brands that align with their values naturally,” said Mellado.
The brand's insight: humor disarms people. It makes complex topics like sustainability feel approachable rather than overwhelming.
@jackieonroute I love sacrificing my kids stinky laundry…🧺🕯️🫧🤍 @Cleancult #CleanCultPartner #CleanCult
♬ original sound - Jackie 🚌🤍🍒🪩✨
“When we stopped talking to consumers and started co-creating with them, we saw engagement spike,” he added. “For this generation, sustainability isn’t a moral choice — it’s a lifestyle one. Our job is to make that lifestyle feel cool, fun, and effortless.”
Creator freedom was a key ingredient
The campaign’s success didn’t come from a tightly controlled brand playbook. Clean Cult handed the creative reins to its influencer partners, and that made all the difference.
“We treat creators like creative partners, not ad slots,” said Gerardo Mellado, Creative Brand Director. “We gave them a clear concept — ‘Join the Cult’ — and a few brand pillars to hit, like sustainability and design, but the tone and execution were entirely theirs.”
That freedom led to content that felt natural, not scripted. Some creators leaned into humor. Others leaned into storytelling or clean-aesthetic ASMR. All of it felt authentic, which is what Clean Cult knew their audience would respond to.
“People don’t want another lecture on sustainability — they’ve heard it all. What they respond to is authenticity and real talk,” Mellado emphasized. “Humor gives us an opening. It breaks down the heaviness and invites people in. It proves you can care about the planet and still have fun doing it.”
And it worked. The campaign generated millions of impressions across TikTok, but according to Mellado, the real impact wasn’t just reach — it was relevance. “It definitely moves the needle. Suddenly, we weren’t just another cleaning brand, we were a brand people wanted to be part of.”
What marketers can take from Clean Cult’s approach
Clean Cult didn’t just launch a clever campaign. It delivered a blueprint for how to talk about values in a way that sticks. Here are four strategic takeaways marketers can apply, especially in categories where messaging often feels heavy or predictable:
1. Bold ideas work when the intent is clear
Using a word like “cult” could have easily gone wrong. Clean Cult made it work by making the context clear. The brand reframed it as belonging, not exclusion, and supported it with a mission that gave it weight.
2. Humor is a tool, not a distraction
Smart humor doesn’t dilute your message — it makes it more accessible. Clean Cult used humor to start the conversation, then delivered on it with real product benefits like paper-based cartons and a refill system.
3. Creator-led campaigns win trust
TikTok users can spot branded content a mile away. Clean Cult stood out by letting creators interpret the brief in their own voice. That flexibility helped the message resonate across different styles and audiences.
4. Repackage sustainability for lifestyle, not sacrifice
Clean Cult made sustainable cleaning look fun and cool, instead of guilt-driven or preachy. Marketers working in mission-driven categories should take note: values can sell better when they come with style and levity.
What's next for Clean Cult?
Mellado made it clear that humor and community aren’t just one-off tactics — they’re part of the brand’s DNA now.
“We’re building a world where cleaning isn’t a chore or a cause, it’s a culture,” he said. “Social will continue to be our lab for that. We’ll keep collaborating with creators who get the joke and the mission, experimenting with formats that make people stop, smile, and rethink how they clean.”
And the brand isn’t backing away from being a challenger. “Our goal is to keep proving that you can be a serious challenger brand without taking yourself too seriously. Sustainability works best when it feels human, not heroic.”
