Liquid-Plumr’s business was stuck in a clog. Top-of-mind awareness in the category was owned by Drano, and sales were stagnant — despite overall category growth. Big TV branding campaigns hadn’t moved the needle, so the brand needed a new approach.

Enter Will It Clog? — a bold, social-first twist on the popular “Will It?” format. We put Liquid-Plumr to the test with real-world challenges, social influencers, and search-driven content timed to high-interest moments. The result was a multi-touchpoint campaign with consistent creative across social, search, and shopper.

It worked. Liquid-Plumr saw its best share growth since 2015. The campaign earned best-in-class designations from YouTube, performing in the top 25% of all CPG campaigns running at the time.