A Global Clean With Me Celebration

Cleaning your home becomes an act of communal self-care on YouTube that transcends language and culture across the world.

“Clean with Me” has been a longtime video format on YouTube with creators transforming the often tiresome chore into a visually captivating experience. YouTube wanted to celebrate this unique creator community, and needed to identify an angle for this piece that would feel genuine to the nature of the content while representing a global audience.

“Clean with Me” videos have a long history on the platform, which meant there were many different approaches we could take with this piece. However, one thing became abundantly clear to me as I combed through the research. “Clean with Me” content transforms a household chore into a communal experience, inviting viewers to take part alongside creators. This narrative positioned the project as a global act of self-care that went beyond language and culture. With this thesis, I led brainstorms with cross-functional partners, aligned key stakeholders, and reinforced the research throughout each stage of production.

Achievements include:

✦ Received over 3M views on platform

✦ Met with strong positive sentiment with viewers describing the piece as a “healing experience” and that the project proved “taking care of our homes is a universal language.”