ISSA Presents Its 2022 Year in Review
ISSA recently revealed 2022 Year in Review: Howie Do It in the Cleaning Industry—a look back on the specific ways the association, including its various groups and departments, helped change the way the world views clean.
2022 was an exciting year of firsts for ISSA and the cleaning industry, including the association’s launch of the innovative Rethink What Clean Means campaign. Developed to encourage consumers and businesses to reevaluate their understanding of clean, the campaign featured comedian, actor, and self-described germaphobe, Howie Mandel.
The consumer-targeted portion of the campaign revolved around the “Howie Clean It” video miniseries, which starred Mandel and was promoted through paid social media, publisher partnerships, and influencers. The campaign generated the following results:
- 430+ million impressions across earned media
- 73+ million impressions plus 47 million video views via paid media
- 8+ million views of the Howie Clean It video miniseries on YouTube
- Thousands of visits daily to the rethinkclean.org website.
Toward the end of the year, the campaign shifted to a business-to-business (B2B) focus, providing the materials and tools ISSA members needed to share the campaign’s message with their customers, staff, and partners. The B2B focus will continue through June 2023.