Inside Ecover’s Eco-Friendly Creator Campaign That Drove 4 Million Views
Ecover
Industry: Sustainable Home Care
Campaign type: Pilot / Awareness
Content type: TikTok & Instagram short-form video (daily routines, kitchen moments, product demos)
About: Ecover is a pioneer in eco-friendly cleaning, known for combining powerful performance with sustainable innovation. From plant-based ingredients to recyclable packaging, the brand has long been committed to creating cleaning products that are good for both your home and the planet. With the launch of the new Ecover All-In-One POWER Dishwasher Tabs, Ecover introduced a next-generation formula featuring 40% more enzymes, a fresh mandarin & lemongrass scent, plus a plastic-free, compact packaging.
Brand goal: Ecover wanted to raise awareness and build authentic content around its new POWER Dishwasher Tabs across the Netherlands and Belgium. The campaign aimed to reinforce Ecover’s sustainability values through relatable, eco-minded storytelling and increase visibility and awareness in retail stores across both countries.
Challenges:
Even as an established name in sustainable cleaning, Ecover faced a few challenges:
- Standing out in a crowded, highly functional product category.
- Showing performance without losing the eco-friendly message.
- Engaging both Dutch and Belgian audiences with localized, relatable content.
- Keeping the storytelling realistic and not overly polished, focusing on everyday life.
What we have done:
To meet these goals, the campaign activated 8 creators across the Netherlands and Belgium, each with a strong connection to sustainability, family life or mindful living.
- Each creator received a campaign kit with Ecover’s new All-In-One POWER tabs and a clear creative brief encouraging authentic, real-life storytelling.
- Creators filmed content showing how the tabs fit naturally into their daily routines, whether during family dinners, cozy kitchen moments or cleaning up after cooking.
- Barter managed every step of the process: from creator selection and briefing to quality control, campaign management and performance reporting
8
collaborations completed
4,000,000+
total views
2 countries
(the Netherlands and Belgium)
1,500,00+
views for top video
The campaign outperformed expectations, combining reach, engagement and authentic storytelling that made the product both aspirational and relatable.
What made it work:
- Authentic creators were carefully chosen for their sustainability mindset and real-life connection with the product.
- Content was filmed in natural, relatable home settings that built trust and credibility.
- Spark Ads ensured top-performing videos reached even more potential buyers.
- Cross-market execution by engaging both Dutch and Belgian audiences with culturally relevant storytelling.
Barter’s UGC platform tools made creator selection, communication and approvals simple and scalable. Click here to read more about how we streamline this whole operational process.
Final thoughts
Ecover’s pilot campaign proved that eco-friendly can also mean powerful.
Through relatable creator content and smart distribution, the brand reached millions across two countries, inspiring people to choose products that are better for their homes and the planet.
This successful test can now set the stage for future creator-driven campaigns that blend sustainability, storytelling and performance at scale.
If you want to achieve similar results, Barter is here to help.
