Vileda: +65M views with La Combi Completa.
How we turned Vileda's social media into an always-on channel, combining monthly UGC for organic content + micro and macro influencers to amplify the conversation. From one-off campaigns to a continuous system with +65 million views in one year.
Dominance
The challenge
From one-off campaigns
to an always-on presence.
Vileda is a well-known brand in the home cleaning sector, but it faced a very common problem for established companies: its social media content strategy was 100% dependent on one-off campaigns. They would launch an action, generate visibility spikes for two or three weeks, and then disappear from the feed until the next campaign.
This created huge content gaps between campaigns: entire weeks without posting, without organic presence, without conversation. The brand lost algorithmic relevance on TikTok and Instagram, and each new campaign started practically from scratch in terms of traction.
Additionally, Vileda needed to connect with younger audiences. Their product is universal, but their social media communication was not adapted to TikTok's native language. The corporate content they published generated no real engagement, didn't feel authentic, and didn't spark conversation.
The challenge was clear: turn Vileda's social media into an always-on channel that combined native content with real conversation generated by creators, moving from isolated actions to a continuous and scalable system.
Problems identified
- ❌ One-off campaigns with no continuity
- ❌ Weeks-long content gaps
- ❌ Loss of algorithmic relevance
- ❌ Corporate content with no engagement
- ❌ Disconnect with younger audiences
- ❌ Each campaign started from scratch
What Vileda needed
- ✅ Always-on content system
- ✅ Native content for TikTok
- ✅ Creators that generate authenticity
- ✅ Continuous presence 12 months/year
- ✅ Connect with younger audiences
- ✅ Compounding results month over month
The strategy
La Combi Completa:
the system that changed everything.
For Vileda we activated La Combi Completa, our system that combines monthly UGC for the brand's channels + coordinated campaigns with micro and macro influencers for amplification. All under a creative direction specific to TikTok and with constant optimization.
Monthly UGC for organic
Continuous production of UGC content every month for Vileda's own channels. Videos with native hooks, trending TikTok and Instagram formats, and strategic scripts that combine entertainment with product. The content feels authentic because it's created by real people, not by the marketing department.
- ✅ Fresh content every week
- ✅ Native TikTok hooks
- ✅ Reusable in paid media
Influencers in coordinated waves
Activation of micro and macro influencers in strategic waves, coordinated with the UGC content calendar. Influencers amplify the conversation by posting on their profiles, generating social proof and reach among new audiences who didn't yet know Vileda in the social media context.
- ✅ Micro + macro influencers
- ✅ Synchronized waves
- ✅ Conversation amplification
Creative direction for TikTok
Every piece of content, both UGC and influencer, goes through our creative direction team specialized in TikTok. We adapt formats, trends, sounds, and narrative styles to the platform's real language. It's not brand content adapted for TikTok: it's native TikTok content with integrated branding.
- ✅ Up-to-date trends and sounds
- ✅ 100% native language
- ✅ Seamlessly integrated branding
Content pillars and editorial calendar
We defined specific content pillars for Vileda: easy cleaning, home hacks, lifestyle, and seasonal moments. Each pillar feeds the monthly editorial calendar, ensuring variety, coherence, and that there's never a content gap. All coordinated between UGC and influencers.
- ✅ 4 defined content pillars
- ✅ Coordinated monthly calendar
- ✅ Zero content gaps
The process
From briefing to an
always-on system.
Briefing and strategy
We analyzed Vileda's current social media presence, their competition in the digital space, and target audiences. We defined content pillars, the tone of communication for TikTok, and the system's KPIs: views, engagement rate, and posting frequency. Everything was mapped out in a comprehensive strategy before producing a single video.
Creator selection
From our network of +1,000 verified creators, we selected the ideal profiles for Vileda: lifestyle, home, and cleaning hacks content creators with aligned audiences and real engagement. For influencers, we identified micro influencers with niche communities and macro influencers for high-impact campaigns. Each profile was approved by Vileda before activation.
Coordinated production
Each month, UGC creators produce content following our strategic scripts: hooks that capture attention in the first 2 seconds, development that entertains, and CTAs that convert. Simultaneously, influencers prepare their posts aligned with the same messages. Everything goes through our creative team's review before publishing.
Always-on publishing and optimization
UGC content is published on Vileda's channels according to the editorial calendar, while influencers publish in coordinated waves to maximize impact. Each month we analyze metrics, identify which formats and creators generate the best results, and optimize the next cycle. The system becomes more efficient with each iteration.
Results
Numbers that speak
for themselves.
Views
accumulated across organic content and influencers
Months always-on
without a single content gap throughout the year
Engagement
increase in engagement rate vs. previous corporate content
Positioning
cleaning brand with the highest organic presence on TikTok Spain
The most important thing is not just the +65 million views figure. It's that Vileda went from being an invisible brand on TikTok to having a constant organic presence, with content that generates real conversation and a system that feeds back into itself every month. The best-performing UGC content gets amplified with influencers, and the trends detected by influencers feed the next UGC cycle.
Client testimonial
What Vileda says
about working with TKOC.
Every agency promises to make you go viral. The King of Content actually delivers. They are our go-to agency for both organic TikTok content and managing our Influencer Marketing budget.
Want results
like Vileda?
Book a 15-minute call. We'll explain how our La Combi Completa system works, show you more real results, and design a personalized plan for your brand.
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