Swipe taps So Chi Ho and CNY cleaning ritual for guerrilla-style brand push

To mark the traditional Lunar New Year's Eve cleaning tradition, Swipe has teamed up with So Chi Ho, former co-founder of YouTube channel Trial & Error, to launch "Ho Mama's Hourly Cleaning Company."

The initiative aims to deliver a fresh, engaging home cleaning experience to the Threads community while spotlighting Swipe’s product offerings.

The campaign taps into the cultural ritual of deep cleaning on the 28th day of the twelfth lunar month, reinforcing the connection between Swipe and household hygiene. By aligning the brand with this annual tradition, Swipe seeks to boost brand recall and drive sales—making cleaning synonymous with Swipe in the minds of consumers.

So Chi Ho was selected for his strong rapport with audiences from the now-concluded Trial & Error channel, whose fans have continued to show support and hope for future projects involving its talent. As a co-founder of the popular YouTube channel, So’s approachable and humorous style aligns naturally with Swipe’s brand identity, creating compelling synergy between the personalities and the product.

Developed in partnership with creative agency IN.DECIDE, the campaign primarily targets young adults aged 18 to 34, including newlyweds and cohabiting couples.

As part of the rollout, Swipe released a promotional video on Threads featuring So introducing "Ho Mama's Hourly Cleaning Service" and inviting audiences to join the Lunar New Year trial run.

Swipe is no stranger to guerrilla marketing tactics that generate buzz—previously seen in its "World Erase Day" campaign vehicle roaming busy city streets. This time, the brand generated early momentum with a teaser phase that sparked widespread excitement over So’s unexpected return.

Upon the official launch, So’s announcement post on Threads drew an immediate and enthusiastic response from fans, many of whom expressed how much they had missed him and voiced strong interest in participating.

The campaign gained further traction through coverage on Media-娛壹’s Instagram. Adding a playful twist, prominent netizen jojo_wu humorously rebranded her Instagram and Threads handle to jojo_clean, amplifying the campaign’s reach and injecting lighthearted engagement.

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