Carex: Life's a Handful Campaign

Carex Reaches 1 Million+ With Their First TikTok Campaign


Carex, the leading hand wash brand in the UK, has been promoting hand hygiene for 25 years. Pioneering the introduction of liquid antibacterial hand wash and hand gel sanitizers in the country, Carex proudly takes care of all of your hand hygiene needs.


Beauty & Personal Care

Tribe Features Used

  • Influencer Campaign.
  • TikTok Campaign.
  • Advanced Metrics.


The Objective

To experiment with influencer marketing on TikTok while driving awareness for their range of hand soaps

The Solution

Having run over a dozen Instagram campaigns via the TRIBE platform, the team at Carex UK were no strangers to collaborating with the TRIBE creator community. Accustomed to generating stunning still photography content for Instagram, their first venture into the world of TikTok brought their brand to life in an entirely new way.

Their #LifesAHandful campaign called for TikTokkers to create quick videos featuring the ‘perfection to reality’ trend with their hand soaps front and centre. Creators pitched ideas like showing their stunning kitchens before revealing the messy reality, or the real workspaces behind the styled version they typically share on social media.

With such a specific brief the real surprise came from food TikTokker @elburritomonster who shot a burrito wrapping video to a hilarious Carex-themed rendition of Jason Mraz’s ‘I’m Yours’ soundtrack which out-performed and went viral. 

The Results

@elburritomoster's TikTok performed so well it’s a clear example of the experimental mindset marketers need to have when approaching the platform. Creativity is TikTok’s driving force and TikTokkers have the talent and (surprising) ideas to think outside of the box for brands to achieve viral results.


The top-performing post:




The campaign's overall organic performance:





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