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When you think social media genius, what’s the first brand that comes to mind?

A lot of people praise Taco Bell for their snarky Twitter comments, others laud the versatility and lifestyle branding of the energy drink company Red Bull. Very few people, if any, think of the cleaning solution company Ajax when they think of social success, but that’s all about to change. Ajax just launched an awesome new social campaign, and it’s getting their name into new venues all across the web.


This week, Ajax launched a virtual offering called Ajax Social Wipes

Much like Ajax’s real products clean up your home (little buzz marketing there), the Ajax Social Wipes clean up your social networks. You simple install the apps onto your Facebook or Twitter account, and you are given a simple interface to manage (meaning obliterate completely) all those pesky fans, followers and likes you no longer need.

“Loving a brand doesn’t mean you love it forever popping up in your newsfeed,” a quote on the site says. “Ajax Social Wipes allow you to spring clean your newsfeed of all the brands that have built up over time….Your Twitter followers are not always what they seem. Ajax Social Wipes allows you to spring clean your timeline by detecting and removing spambots that have built up over time.”

It’s a little cheesy, but that’s okay

The apps really work and while they may be simple, that’s the beauty of the whole thing. Ajax stepped out of their comfort zone and used a little wordplay to dig their toes into a whole new market. That’s not to say they are getting into the software game. They are just spreading their influence into social networks in an interesting way. After all, without a stunt like this, what reason would anyone ever have for following a cleaning product company?

Original post on Wikimotive by Zach Billings.

Views: 169

Tags: Ajax, Networks, Social, Social Media, Social Wipes, Wikimotive


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Comment by Alexander Lau on February 5, 2014 at 8:40am

Agreed, this is a good post. You can learn from the big boys, you know the guys with the endless amounts of cash. As always, Tim brings great insight.

Comment by Ralph Paglia on February 5, 2014 at 8:33am

I am surprised that Tim and Zach did not provide ADM Professional Community members with the link and info to make it easy to try Ajax Socialwipes... If you want to use the app just visit and sign in with your facebook and/or twitter account credentials and the app's widget-like automation takes you through the social network sanitation process. Here's the official Ajax Youtube video demonstrating the utility of Ajax Socialwipes:

Comment by Ralph Paglia on February 5, 2014 at 8:18am

Tim and Zach, thanks for an interesting and useful post... I agree with your summary that this is a fascinating play run by a company that would seem to be both conservative and social media averse... When you think about it, Ajax should be complimented for an innovative approach that not only provides some value, but gets people to associate their brand with a core mission of "Getting things clean". I say Bravo Ajax for thinking and acting outside of what must have been a very neat and tidy comfort zone.

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