Unilever Joins Forces with TikTok to Ride the #CleanTok Wave

Unilever recently announced a global partnership with TikTok, the wildly popular social media platform, to tap into the growing #CleanTok trend. This collaboration aims to help the consumer packaged goods giant and its home care brands reach Gen Z audiences, who have shown immense interest in cleaning initiatives, tips, and hacks on the platform.

For this partnership, Unilever and TikTok will work together with over 100 content creators to produce engaging cleaning-related content. This content will include cleaning tips, hacks, and product reviews, all of which will be featured in a dedicated #CleanTok hub. Unilever's wide range of cleaning brands, such as Sunlight, Dirt Is Good, and Comfort will be promoted to a broader audience through this initiative. The collaboration is set to run through January 2024, spanning countries like the UK, Vietnam, Turkey, Brazil, the Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.

The idea to leverage the #CleanTok trend comes from the impressive figures it boasts on TikTok. In the past three years, the hashtag has been used over three million times and has amassed a striking 79 billion views. The hashtag's year-on-year growth rate is an impressive 63%. These numbers suggest that Unilever's decision to build on the trend is a well-grounded one, with significant potential to increase brand visibility and attract a younger audience.

Some of the prominent influencers that will kick off the partnership include @chrisjoyz, who has 5.2 million followers, @mumukdaneno with 1.8 million followers, and @senalicann, who has 226,000 followers. With the help of these popular creators, the partnership aims to amass a large collection of content focusing on cleaning tips and tricks while simultaneously promoting Unilever's home care products. The press release found that 54% of TikTok users purchased a household item after seeing it on the platform, and 71% of those purchases were unplanned. Furthermore, around 70% of users claim that TikTok helps them discover new household products.

The partnership between Unilever and TikTok is a prime example of how companies are tapping into social media trends to target younger consumers. The impressive engagement metrics around #CleanTok and related hashtags demonstrate the potential for this collaboration to boost Unilever's brand awareness and drive sales. By aligning with viral movements, Unilever seeks to foster loyalty among the younger generation while capitalizing on their passion for cleaning and discovering new home care products.