TikTok soap opera unfolds in Unilever's #CleanTok sponsorship saga

Article Brief:

Unilever has announced the next stage of its global #CleanTok collaboration with TikTok. This involves the launch of a creator awards initiative and a fresh branded content campaign, as stated in a news release.

The content series, consisting of five short episodes and a teaser video, puts a spin on the concept of a soap opera by using animated versions of the marketer's cleaning products as the characters. Developed in collaboration with creator Sam Cotton, "Dirty Deeds: A Kitchen Crime" will be featured on TikTok's dedicated #CleanTok hub and Unilever's Cleanipedia website.

Additionally, the companies will be launching the #CleanTok Awards to recognize the most innovative influencers, or "cleanfluencers," on the social media platform. Unilever aims to maintain the positive impact it has achieved through its partnership with TikTok, which has resulted in increased web traffic and heightened favorability for brands like Cif Cream Cleaner in the U.K.

Article Insight:

Unilever is finalizing a partnership with TikTok, where the company's Cleanipedia has become the exclusive sponsor of #CleanTok, the most popular hashtag on the short-form video app. Since the collaboration started in June, #CleanTok videos have garnered a remarkable 98.5 billion lifetime views and have experienced increased engagement. Additionally, Unilever's Cleanipedia online portal, offering cleaning tips and advice, has achieved an impressive 2.8 billion impressions during this period, with a 30% increase in web traffic.

Interest in #CleanTok peaked during the pandemic when people were stuck at home and focused on hygiene. Gen Z played a significant role in driving this trend, with TikTok being their preferred social media platform. Surveys indicate that over half (56%) of TikTok users also look to the platform for comedy sketches. This valuable insight inspired the creation of "Dirty Deeds: A Kitchen Crime," a soap opera-style content series featuring anthropomorphized and crudely animated versions of Unilever brands like Cif and Comfort. The series is part of Unilever's Dirt is Good project, which may have different names in different markets. The storyline revolves around a humorous love rivalry and was collaboratively developed with influencer Sam Cotton, known for generating over 56 million likes on his posts. Agency Gravity Road assisted in promoting this initiative.

Unilever and TikTok are partnering for the #CleanTok Awards to acknowledge excellence in various categories such as "Most Helpful Hack," "Most Motivational Sunday Reset," "Most OMG Extreme Clean," and "Most Satisfying ASMR." Winners of these awards will receive complimentary Unilever Home Care products. In addition, there is a separate Spotless Creator competition, offering a cash prize of €4,000 to individuals who showcase the most impressive cleaning transformations.

Unilever's focus on #CleanTok aims not only to connect with new audiences, particularly Generation Z, but also to tap into purchasing behaviors driven by TikTok's creator community. Influencers on the platform initiated a trend of using Cif Cream Cleaner to clean their white sneakers, resulting in a 38% increase in UK adults under 28 purchasing the brand, as per data from Kantar Worldpanel cited by Unilever.

Unilever is implementing its #CleanTok campaign across various channels, including paid media, a TikTok content hub, and the use of the phrase "Proud Supporter of #CleanTok." This campaign extends to both on and off the app, including point-of-sale materials. The partnership will continue until January and is active in multiple markets, such as the U.K., Vietnam, Turkey, Brazil, the Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.

As Unilever undergoes changes in its marketing leadership, it is also focusing on developing a successful social media strategy for TikTok. In August, Conny Braams, the previous marketing chief, stepped down and was replaced by Esi Eggleston Bracey, who assumed the role in the previous month.