Social Meteor recently reimagined Kleenheat’s ‘No Song and Dance’ platform for TikTok
Social Meteor has reimagined Kleenheat’s ‘No Song and Dance’ platform, originally launched by The Brand Agency in 2023, for TikTok, utilising an innovative and culturally relevant social-first approach.
The short-form TikTok campaign, which concluded late January 2025, creatively reinforced Kleenheat’s brand promise of letting life flow by tapping into evergreen content styles while avoiding fleeting and polarising trends.
As Perth’s premier Social Media agency, Social Meteor has quickly become the go-to for brands looking to out-of-the-box approaches to re-engage with audiences outside of traditional advertising.
“Brands are struggling to cut through the noise,” said Luke Whelan, Managing Director of Social Meteor. “The advertising landscape is crowded and consumers are becoming increasingly discerning in who they choose to engage with online. Our approach is about meeting those customers where they are, with content that resonates.”
With rising cost-of-living pressures influencing consumer behaviour, the Social Meteor team identified that it was crucial to communicate Kleenheat’s value-driven, no-frills approach. Targeting younger household decision-makers, they positioned Kleenheat as a solution-oriented provider that gets (and delivers) what young people want – leaning on seasonally-relevant pain points (like a cold, rainy winter day) to establish a connection with the audience.
“We wanted to ensure young people felt heard and understood by Kleenheat,” said Benjamin Hardy, Creative Director at Social Meteor. “When we came up with the concept, it was late winter – so being able to count on the comforts Kleenheat provides after a long day was front of mind. We chose to showcase that reliability in a fun and locally relevant way, using iconic Perth sounds and experiences to create the ‘Kleenheat Beat’”.
In partnership with Lab Six, a boutique music production and recording studio based in Perth, the team set about meticulously recording the quintessential sounds of Perth: the chiming Bell Tower, the rhythmic footsteps on Jacob’s Ladder, the closing of a TransPerth train door, and everything in between. After many days in the studio, the resulting 2-part content series rolled out on TikTok with roaring success.
With over 3.3M views and more than 6K clicks to Kleenheat’s website, each video culminated in a simple yet impactful conclusion: the lighting of a gas stove, accompanied by the tagline “Let life flow, no song and dance needed.”
“Kleenheat is all about keeping things simple and making life easier for our customers, and Social Meteor captured that perfectly,” said Georgia Wiley, Marketing Manager at Kleenheat. “Their creative approach brought our brand personality to life in a way that truly resonated with our audience. The sound and video production were outstanding – we couldn’t be happier with the outcome.”