The Future. During the pandemic, Gen Zers engaged with cleaning in a way they hadn’t done before, giving rise to #CleanTok (currently the largest community on TikTok). Now, TikTok and Unilever are partnering on two campaigns — the #CleanTok Awards that honors creators and an animated video series that reimagines Unilever products as soap opera characters — geared towards the #CleanTok community. If successful, these campaigns might encourage other brands to tap into niche TikTok communities to connect with Gen Z consumers.
Partners in grimeTikTok and Unilever entered into an ongoing global partnership in June that will run through January 2024, with Unilever becoming the exclusive sponsor of the #CleanTok hashtag across Europe, Asia, and South America, reports AdAge.
The #CleanTok hashtag has increased by over 35 billion views since the two companies announced their partnership five months ago.
Sales of Unilever’s Cif Cream Cleaner among UK consumers jumped by 38% after the product was used to clean white sneakers in a viral #CleanTok trend.
When in doubt, clean it outUnilever and TikTok are also holding a “Spotless Creator” competition, where one TikTok user with the “most creative cleaning transformation” will win $4,888 in cash.
That could shake out to be a tight race, as even the subgenres of #CleanTok are wildly popular on their own. The hashtag #SundayReset, for instance, which shows “cleanfluencers” eliminating the messes that accumulated in their homes, has amassed more than 4 billion views.
Scrub-a-dub-dub, cleaning is what TikTok users love.
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