Sophie Hinchcliffe, also known as ‘Mrs Hinch’, amassed over 1.7 million followers, high-profile media appearances, and a six-figure book deal in less than a year simply by sharing cleaning tips and videos on Instagram. What is the appeal of watching a woman obsessively scour her home?

With the launch of her Netflix show, Marie Kondo’s image as a Japanese decluttering guru has earned her mass appeal abroad. But within her own country, Kondo is facing criticism for packaging "Brand Japan" nicely and neatly, to appeal to audiences in the West for her own personal gain.

Boasting more than 900 million downloads, Android app Clean Master has become a key part of many people's digital hygiene habits. By eliminating junk files that accumulate over time, it frees up space for what people actually want to store and delays the inevitable 'post-deletion stress disorder'.

Direct marketing has evolved from mailers shoved through doors to emails clogging up inboxes. But as digital overload becomes all-too-common, some brands are struggling to break through the noise. With its custom postcard service, Mailchimp is offering a novel way to grab people’s attention.