Unilever and TikTok have announced a global #CleanTok partnership which aims to tap into the huge and fast-growing audience of people who are captivated by cleaning.
The #CleanTok community on TikTok is among the most engaged on the platform, and the consumer goods giant said the new partnership will provide it with an opportunity to share information to consumers and inspire them on how to use its products.
In addition, this would also give Unilever a unique insight into how they use the products, as well as what they do and don’t like about them, creating a two-way dialogue with millions of people who use the products each day.
The partnership, which includes all Unilever’s Home Care brands such as Dirt Is Good (DIG), Cif, Domestos, Sunlight and Comfort, will run until January 2024 in the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina and Indonesia.
During this time, the Cleanipedia website maintained by Unilever, which provides tips and advice on cleaning, will be #CleanTok’s exclusive sponsor.
“There is a huge amount of emotion attached to our homes,” Eduardo Campanella, Unilever’s Home Care chief marketing officer, said. “So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction.”
Born out of the pandemic, TikTok’s global #CleanTok trend is fuelled by ‘cleanfluencers’ and authentic content creators, who elevated the role cleaning plays in our lives, taking a category traditionally viewed as mundane and making it one of the most loved and entertaining genres.
Since then, the cleaning boom and newly formed consumer habits, have led to over 79 billion views of #CleanTok and its associated video content, surpassing other popular trends including #BeautyTok with 50 billion views.
Unilver added that these fans convert to consumers, as 54 per cent of users have bought a household product after seeing it on the platform – with 71 per cent of these being unplanned purchases. Almost 70 per cent say that TikTok played a role in their discovery of household products. And TikTokers are 1.5 times more likely to immediately go out and buy something they discovered compared to the users of other platforms.
Teams at both Unilever and TikTok will work with over 100 content creators to serve their followers with useful and entertaining content such as cleaning hacks, tips and product reviews, promoting the #CleanTok campaign. All content can be found in the dedicated in-app #CleanTok hub on TikTok.
“The rise of #CleanTok shows just how attached we are to making our homes look, feel and smell good,” Campanella commented. “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.”