Unilever taps into #CleanTok craze with global TikTok partnership

Dive Transient:

• Unilever and TikTok have introduced a world partnership across the social platform’s in style hashtag, #CleanTok, to permit the patron packaged items marketer and its residence care manufacturers to faucet into Gen Z curiosity surrounding cleansing, in response to a press launch. 
• For the tie-up, each Unilever and TikTok will collaborate with over 100 content material creators to provide cleansing content material together with suggestions and opinions, which will probably be seen from a #CleanTok hub. The settlement covers all of Unilever manufacturers like Daylight, Filth Is Good and Consolation.
• The partnership will span a wide range of nations by means of January 2024, with Unilever’s cleansing suggestions web site Cleanipedia named the unique #CleanTok sponsor. The transfer is indicative of how corporations are tapping into social media virality to achieve youthful audiences.

Dive Perception:

Unilever is strategizing a Gen Z-friendly approach to translate its residence care merchandise for a youthful era with its TikTok tie-up. Numbers shared in a press launch again up method. The hashtag #CleanTok rose in recognition in the course of the pandemic and has been used over three million instances on the ByteDance app throughout the previous three years. Moreover, the hashtag has 79 billion views and a 63% year-on-year development charge, per launch particulars. 

Spearheaded by influencers, the tie-up will start with the assistance of creators @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers) and @senalicann (226,000 followers) with further creator partnerships to return in an effort to amass a physique of content material about cleansing hacks, suggestions and extra whereas additionally pushing Unilever’s residence care portfolio.

“We need to proceed to encourage and educate folks and, by working with TikTok’s artistic groups to develop new and fascinating content material, we hope to realize helpful insights right into a rising viewers of younger people who find themselves simply as obsessed with cleansing as we’re,” stated Eduardo Campanella, CMO of Unilever’s Residence Care division in a press assertion.

The partnership between Unilever and TikTok is ready to run by means of January of subsequent 12 months and can span the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina and Indonesia.

Tapping into the #CleanTok craze couldn’t solely assist Unilever develop visibility of its portfolio, however drive purchases. For instance, 54% of customers bought a family product after seeing it on TikTok, per launch particulars, with 71% of such purchases having been unplanned. Almost 70% of customers say the platform helped them uncover family merchandise.

By way of holding energy, #CleanTok has surpassed different developments manufacturers have been desperate to reap the benefits of, for instance, #BeautyTok, which has 50 billion views. Adjoining hashtags have additionally confirmed profitable, with #Cleansing producing 63.2 billion views, #CleaningHacks producing 11.4 billion views and #HomeHacks producing 6.3 billion views. Engagement with such hashtags tends to develop round vacation preparation, again to highschool and spring cleansing, per launch particulars.

The initiative arrives as some shoppers could also be sprucing up their houses in preparation for the summer season. The marketing campaign additionally marks one of many final for Unilever’s chief digital and business officer Conny Braams, who has been with the CPG big for over thirty years. The manager is ready to depart in August.