Spearheaded by influencers, the campaign will kick off with the help of creators like @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers), and @senalicann (226,000 followers), with more creator collaborations to follow. The aim is to amass a collection of content related to cleaning hacks, tips, and more, while simultaneously promoting Unilever’s home care portfolio.
“We want to continue to inspire and educate people, and by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are as passionate about cleaning as we are,” said Eduardo Campanella, CMO of Unilever’s Home Care division, in a press release.
The partnership between Unilever and TikTok will run until January of next year and will cover, according to current data, the UK, Vietnam, Turkey, Brazil, the Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.
Leveraging the #CleanTok craze could not only help Unilever boost the visibility of its portfolio but also drive purchases. For instance, 54% of users purchased a household product after seeing it on TikTok, according to the announcement, with 71% of those purchases being unplanned. Nearly 70% of users say the platform helped them discover household products.
In terms of staying power, #CleanTok has surpassed other trends that brands have been eager to tap into, such as #BeautyTok, which has 50 billion views. Related hashtags have also proven successful, with #Cleaning boasting 63.2 billion views, #CleaningHacks having 11.4 billion views, and #HomeHacks accumulating 6.3 billion views.
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