The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 15th Annual Shorty Awards

How Maytag Won on #PetTok

Entered in Vertical Video


By the beginning of 2022, TikTok was no longer a plucky, upstart social media platform that was only used by Gen-Zers. It was now a driving cultural force and trends like #TikTokMadeMeBuyIt only gave it more credibility as a platform that all brands could succeed and sell product on.


For Maytag, TikTok was an obvious platform to be on, as Covid had produced an entire new generation of consumers sharing homecare hacks and cleaning tips. It only took a global pandemic, but #cleantok, #pettok and #diytok made for a natural entry point for Maytag.


Enter the Maytag® Pet Pro System. With a new product launch on the horizon, Maytag had the perfect opportunity to bring a new product to an audience that already loved to talk about pets (Don’t search #PetTok if you’re in a hurry).


The specific goals to support our launch included:

Strategy and Execution

Our plan was three-fold:

When we combined all those learning and insights together, the output allowed us to create two videos that made the Maytag account TikTok famous:


Across both videos, we relied on both human and animal talent. Unfortunately, character counts will limit us recounting the many unique challenges this proposed – but just know you can teach a cat how to fist-pump in four days.



The campaign was a huge success across every measurable metric.


Less quantifiable but just as important: the launch happened the right way for the platform. A lot of brands will eschew platform best practices, trends, or actual consumer benefits just to chase being first somewhere. By taking the time to understand what consumers on TikTok want and how we can best intersect with that, we allowed the content to really shine, and the results speak to that.


Entrant Company / Organization Name

Digitas, Maytag


Entry Credits