The partnership aims to showcase home car washing by activating UGC creators for content on Meta channels

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Cars remain a central asset for Italians: the sector is worth over 165 billion euros a year, of which more than 29 billion are allocated to vehicle maintenance, repair, and care, according to ACI data. Yet, washing the car continues to be perceived as a chore that wastes time and consumes resources.

To bring attention back to vehicle care, Wash Out—a company specializing in car care and home washing services—has chosen Vidoser, an ecosystem specializing in creator marketing, as its strategic and technological partner. Together, they will manage its communication through a campaign entirely entrusted to UGC (User Generated Content) creators and tailor-made content production.

“For a local, proximity-based service like home car care, credibility is not built through traditional advertising but through the stories of real people. UGC creators allow us to show the service in action spontaneously, transforming a daily experience into social proof. Our strategy enables us to identify the right profiles within our network and orchestrate them into collaborations using our technology to inform and engage the ideal audience with high-impact, native content,” explains Alessandro La Rosa, founder and CEO of Vidoser.

Guido Consoli, General Manager of Wash Out, explains that:

“Wash Out was created to take care of people's cars by simplifying a task that is too often postponed. We want to bring the brand closer to people's daily lives by communicating our values—from professionalism and sustainability to vehicle care—making it simple to wash your car with a single tap on our app. We are telling this story through an approachable and authentic language, the very same language of the people we are addressing.”

The starting point of the collaboration is Vidoser’s identification of the most suitable creators. The company leverages advanced AI-powered semantic search algorithms via its proprietary platform to scan the network of creators using its dedicated app, selecting profiles most aligned with the brand's tone and values. This led to the activation of the first 6 UGC Creators, chosen not for their follower count but for their ability to produce fresh and spontaneous content.

The goal for these UGC creators is to clearly showcase the customer journey on Meta, including:

• App Usability: From booking a home wash to managing the service.

• The "Washer" Interaction: Engaging with the professional cleaner on-site.

• Core Brand Values: Highlighting professionalism, sustainability, and car care.

The chosen tone of voice for the communication is informal, light, and reassuring, crafted to frame the service as the easiest way to "wash away your worries" and eliminate a daily hassle. On a creative level, the content focuses on showing ease of use—demonstrating how quick it is to book a home wash in just a few steps—and on the visual effect of the vehicle's transformation, featuring classic before-and-after shots.

Showing the human side of the washer also highlights the brand's commitment to sustainability, an increasingly relevant topic for consumers.

• In Italy, approximately 16 million cubic meters of water are used every year for car washing.

• A single traditional cycle can require anywhere from 50 to over 300 liters.

• Wash Out relies on an eco-friendly technology that uses green products that leave no waste or residue on the ground, saving about 160 liters of water per wash.

The collaboration between Vidoser and Wash Out—a company recently sold by the Telepass group to Palella Holdings—is part of a growing trend where service and proximity-focused brands increasingly turn to creator marketing as a core pillar of their social media communication strategy.