SOCIAL MEDIA CASE STUDY: KÄRCHER
Kärcher is the world’s leading cleaning technology company. The German family-owned business sells more than 3,000 products across 85 countries and is the name behind the iconic yellow Pressure Washer sitting in millions of garages.
In July 2026, Kärcher Oceania appointed TMSC to lead social media strategy, content creation and social media management across several accounts in Australia and New Zealand: Instagram, Facebook, TikTok and YouTube.
The Challenge
Kärcher builds some of the best cleaning products in the world but their social content wasn’t doing them justice. The feeds were informative and product-heavy, but monotone and visually inconsistent. It relied on lo-fi UGC rather than building a brand identity of its own.
Plenty of people also still think of Kärcher as a pressure washer company, when the range covers far more than that. Our job was to make Kärcher have a presence that feels fun and full of personality without losing the product knowledge that makes the brand credible.
Results from the first full month of TMSC content:
Instagram reach up 299% in Australia and 129% in New Zealand
Instagram engagement rate nearly doubled in Australia and more than tripled in New Zealand
Shares on Instagram Australia grew from 21 to 366
TikTok generated 611 organic shares from 12,403 organic reach
YouTube account delivered 9,800 views and 37 days of watch time from five uploads
Our Approach
We rebuilt the content system around edutainment: content that teaches people something about cleaning while being worth watching on its own.
Brand Consistency as a Long-Term Play
We put Karcher yellow back at the centre of the feed. Every post is built to sit inside the brand’s existing media kit while pushing the format further, so the content stays recognisable as Karcher. This is a long-term branding decision as much as a performance one.
Format Diversification
We tested widely in the first month to learn what this audience responds to: educational and trend-led carousels, product focused posts, staff-led reels and simple relatable videos. The results gave us a clear read: reels drive reach, carousels drive engagement, and personality-led content outperforms straight product content on both.
Search-Led Video for YouTube
We built how-to content around the questions people actually type into search, from removing pet stains to cleaning windows without streaks. One tutorial delivered more than half of the channel’s monthly views on its own.
SERVICES PROVIDED
SOCIAL MEDIA STRATEGY
CONTENT CREATION
ACCOUNT MANAGEMENT
PREMIUM DESIGN
PREMIUM VIDEO EDITING
SOCIAL MEDIA MANAGMENT
Instagram Reels
Short-form video is where this brand wins. Cleaning is inherently visual, and the transformation is the product demo.
We turned Kärcher’s range into reels and TikToks built for the way people watch. The best performer in month one was a comedic-talking piece with a mic’d-up dad pressure washing in his driveway, which led reach on Instagram Australia and topped engagement on TikTok from the same edit.
Supporting Father’s Day Campaign
Father’s Day was Kärcher’s campaign for the month and we built the social layer around it. Pressure washers led as the hero product, supported by other key products that month. To support the campaign, we ran a giveaway activation across both the Australian and New Zealand accounts, which produced around 600 comments and 350+ shares from a single post.
