Scrub Daddy CEO only sleeps 'like 3 hours per night' because he's reading all the viral brand's social media comments

• Scrub Daddy CEO Aaron Krause only sleeps "like three hours a night," he told the Philadelphia Inquirer.
• The CEO behind the smiley-faced cleaning product said he reads every social media comment the company gets.

The president and CEO of the company behind the wildly popular sponge with a smiley face, Scrub Daddy, said he's sleeping less than ever.

That's because his company's social media presence has exploded in the last few years, and he wants to keep up with all the engagement.

Scrub Daddy CEO Aaron Krause told the Philadelphia Inquirer that he only sleeps "like three hours a night" because he's so busy reading every comment from people interacting with Scrub Daddy's presence on platforms like TikTok.

The sponge company is notorious for going viral on social media — a byproduct of its initial rise to popularity as part of the reality show "Shark Tank."

Most recently, Scrub Daddy collaborated with language-learning app Duolingo for a bizarre video where mascots for the two companies insinuate that they procreated to produce a new product: A sponge with a Duolingo logo in place of the usual yellow smiley face.

There's even a "clean" version of the video on Duolingo's TikTok page, in case you'd prefer to watch a less salacious interaction between two brand mascots (which still results in the birth of sponge...children).

Krause said that the company's TikTok presence has been huge for business, and it's one that he can directly measure.

"I know exactly the [return on investment] on that," he said of the company's ability to track sales directly from links included in its TikTok videos. "You can't get that kind of data anywhere else."

The TikTok strategy has clearly been a success for both companies, as Scrub Daddy has over 1.4 million followers and Duolingo has over 4 million.

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