CIF - Clean Sneakers Across the Baltics

Everyone knows CIF, but not everyone knows that CIF Cream has 101 uses. One of them is cleaning sneakers. To showcase this lesser-known use of the product, we teamed up with influencers across the Baltics to prove that even seriously dirty shoes can be made clean and white again. For the campaign, we selected nearly 20 influencers across the Baltics and created a branded box containing CIF Cream, rubber gloves, sponges and a pair of sneakers. Influencers who didn’t have suitable shoes at home could get them dirty themselves and then put CIF to the test, creating a genuine product demonstration with a visible result.

The campaign generated a large volume of diverse video content on Instagram and TikTok - from “before and after” transformations and genuine reactions of surprise to natural recommendations encouraging audiences to try CIF for sneaker cleaning themselves. The result was more than just content - it created curiosity and made people want to see for themselves whether CIF could really work this trick. And that’s exactly what happened. Following the campaign, other influencers started testing CIF on their own shoes and sharing the results outside the original campaign. And yes - the sneakers really do become white again! The campaign delivered strong results across the Baltics, and its success was convincing enough for the campaign to be repeated later.

Our responsibilities: end-to-end influencer project management - from content creator selection and communication to campaign coordination and execution.