Swiffer 'Art of Adulting'
Helping young homemakers adjust to a life of “adulting,” Procter & Gamble’s Swiffer brand rolled out a light and humorous social and digital effort called the “Art of Adulting.” Central to the program are videos on the brand’s YouTube page starring comedian Abby Elliott. In the videos, she transitions from sloppy to productive in a flash, thanks mostly to the Swiffer, but she also relates other challenges such as cooking as part of her growing up. The videos are being shared on the Swiffer Facebook page with the hashtag #AdultingWithSwiffer, and the brand is asking others to share their Swiffer stories. Furthermore, “adulting” gifs pulled from the videos were made for sharing through Giphy, and custom iMessage stickers were made available for free for Apple and Android phones.