Ajax create online tool for social media spring cleaning

Creative agency GYPY&R  and digital marketing agency VML have created a way for people to “clean” their social networking feeds of unwanted likes, posts and spam in a promotion for Ajax.

‘Ajax Social Wipes’ is an online tool that allows users to “Spring Clean” their Facebook and Twitter accounts “with one easy wipe”.

Colgate Palmolive marketing manager Damian Facciolo said in a statement: “Ajax Wipes are all about efficacy and convenience. Creating a product that delivered these same benefits in the parallel online world we all regularly inhabit, felt fresh and, frankly, like a no brainer”.

Once a user has connected their Facebook or Twitter to the online tool it automatically rounds up all the pages or profiles that people have ‘Liked’ or ‘Followed’. On Facebook it aggregates these for the user to review and “unlike” while on Twitter the tool detects unwanted spam, removing any bots from the user’s account.

VML managing director Aden Hepburn said in a statement: “Agencies don’t often get the chance to create something that people really want or need, and whilst this is a little bit of fun, it’s a utility tool that a lot of people will find is actually something they’ve subconsciously wanted for a while… it will actually help them clean up the social clutter they’ve been building up for years.”


  • Campaign: Ajax Social Wipes
  • Media: Digital
  • Office: VML/GPY&R Sydney
  • Client: Colgate-Palmolive Company
  • Executive Creative Director: Julian Watt
  • Business Director: Amy Luca
  • Creative Director: Aden Hepburn, David Joubert, Bart Pawlak
  • Planner: Mark MacSmith
  • Producer: Alicia McFadzean
  • Senior Art Director: David Jackson
  • Technical Lead Developer: Chainat Wongtapan
  • Account Executive: Loren Towner

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