Case Study: Mr Muscle achieves 126M TikTok impressions and successful product launch with Shuttlerock

Mr Muscle - Customer Case Study

Mr Muscle partnered with Shuttlerock to launch its Fresh Disc toilet cleaner in the Philippines and faced a two‑fold challenge: build brand awareness for a new entrant and educate consumers on the product’s unfamiliar three‑step functionality. Shuttlerock was engaged to develop a social-first campaign using TikTok’s Branded Hashtag Challenge to make the product use intuitive and engaging.

Shuttlerock created a dance-based Branded Hashtag Challenge that mapped the Load‑Stamp‑Flush steps, seeded the campaign with an initial video and then compiled user-generated submissions into a second clip to amplify reach. The campaign went viral, delivering 6 million page views in a week, 126 million impressions, reached Top 5 on TikTok Trending in the Philippines, and helped Mr Muscle grow market share locally.

Mr Muscle

January Tan

Regional Senior Brand Manager