Unilever and TikTok have unveiled a global partnership centred around the popular hashtag, #CleanTok, aiming to leverage Gen Z’s interest in cleaning.
The collaboration allows Unilever, a consumer packaged goods marketer, and its home care brands to connect with the younger generation through TikTok. The move exemplifies companies’ utilization of social media virality to connect with younger audiences.
– Key points to note
The hashtag #CleanTok gained significant popularity during the pandemic, accumulating over 3 million mentions on the ByteDance app in the past three years. It garnered 79 billion views and maintained a year-on-year growth rate of 63%.
Under the collaboration, Unilever and TikTok will engage with more than 100 content creators to generate cleaning-related content such as tips and reviews, all conveniently accessible from the #CleanTok hub. The agreement encompasses all of Unilever’s brands, including Sunlight and Lux.
The influencer-driven initiative will be kickstarted with the involvement of creators @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers), and @senalicann (226,000 followers).
“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 just as passionate about cleaning as we are,” said Eduardo Campanella, chief marketing officer of Unilever’s Home Care division.
– Battle of hashtags
The Unilever-TikTok partnership will span from now until January next year and will encompass various countries, including the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.
Notably, 54% of users have bought household products after seeing them on TikTok, with 71% of these purchases being unplanned. Furthermore, nearly 70% of users credit the platform for helping them discover household products.
The popularity of #CleanTok surpasses other trending hashtags that brands have sought to exploit, such as #BeautyTok, which has amassed 50 billion views.
Adjacent hashtags have also achieved substantial success, with #Cleaning generating 63.2 billion views, #CleaningHacks generating 11.4 billion views, and #HomeHacks generating 6.3 billion views. Engagement with these hashtags tends to peak during holiday preparations, back-to-school season, and spring cleaning.
The partnership will extend across multiple countries until January 2024, with Unilever’s cleaning tips website, Cleanipedia, designated as the exclusive sponsor of #CleanTok.
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