Unilever has linked up with the social media platform TikTok to tap into the fast-growing audience of people who are “captivated by cleaning”.
The consumer goods company stated that the global partnership provided an opportunity for it to provide information to consumers and inspire them on how to use its products. It also offers insights into how they use Unilever’s cleaning products, as well as what they do and don’t like about them.
The partnership, which includes all of the company’s Home Care brands such as Dirt Is Good (DIG), Cif, Domestos, Sunlight and Comfort, will run until January 2024 in the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina and Indonesia. During this time, its Cleanipedia website, which provides tips and advice on cleaning, will be #CleanTok’s exclusive sponsor.
“There is a huge amount of emotion attached to our homes,” said Eduardo Campanella, Unilever’s Home Care Chief Marketing Officer. “So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction.”
Born out of the pandemic, TikTok’s global #CleanTok trend is fuelled by ‘cleanfluencers’ and content creators, who elevated the role cleaning plays, taking a category traditionally viewed as mundane and making it an entertaining genre.
Since then, the cleaning boom and newly formed consumer habits, have led to over 79 billion views of #CleanTok and its associated video content, surpassing other popular trends, including #BeautyTok with 50 billion views. The Unilever partnership aims to celebrate the shift in perception from cleaning as a chore to a form of entertainment.
