Image Source: iStock | urbazon
Will Unilever Clean-Up On #CleanTok?
Unilever announced a partnership with TikTok, based around the platform’s cleaning community #CleanTok, that aims to tap into a growing trend of “GenZs who see staying home and cleaning as the new going out.”
“Cleaning our homes took on new meaning during the pandemic, but it’s no longer just about killing germs and removing stains,” said Unilever in a blog post. “It has increasingly become about satisfying experiences.”
Aligned with the decluttering videos on TikTok that were inspired by the Netflix show “Tidying Up With Marie Kondo,” the #CleanTok TikTok video trend took off in the early stages of the novel coronavirus pandemic as people were confined to their homes. Videos marked with the hashtag are full of “CleanTok” influencers sharing their tidying tips, plus real reviews, product recommendations, and hacks. Lifehacker states, “Seeing others use tips and tricks to battle their clutter and dirt is weirdly inspirational and will put you right in a cleaning mood.”
Jessica Grose, a columnist for The New York Times, writes about how the pandemic “changed the way we think about our homes” and the ways #CleanTok videos project comfort by romanticizing “otherwise mundane moments,” such as cleaning and organizing. “For me, being immersed, even briefly, in a digital space that is fully organized and efficiently managed is like a sedative,” she writes.
The #CleanTok hashtag has garnered over 79 billion views, surpassing other popular trends including #BeautyTok which has roughly 50 billion views.
A major beneficiary of the phenomenon has been Bissell’s portable carpet cleaner, Little Green Machine, which saw sales surge during the pandemic as videos featuring the device have spread across TikTok. Clorox has also benefited from influencer campaigns.
Unilever’s campaign has an international focus, highlighting brands like Dirt Is Good, Cif, Domestos, Sunlight and Comfort, and will run until January 2024. During that period, Cleanipedia, Unilever’s digital hub offering cleaning tips, will be the exclusive sponsor of #CleanTok. Teams at both Unilever and TikTok will work with over 100 content creators as part of the campaign.
Unilever data shows that 54 percent of users bought a household product after seeing it on the TikTok platform, with 71 percent being unplanned purchases.
“The rise of #CleanTok shows just how attached we are to making our homes look, feel and smell good,” said Eduardo Campanella, Universal’s Home Care Chief Marketing Officer.
Discussion Questions
DISCUSSION QUESTIONS: What do you think of the opportunity for brands and retailers to capitalize on the #CleanTok trend? Do you see the #CleanTok trend continuing well beyond the pandemic?
Poll
Loading …BrainTrust
Melissa Minkow
Director, Retail Strategy, CI&T
Katie Thomas
Lead, Kearney Consumer Institute
The overall campaign makes sense given the popularity of #cleantok. But worth calling out, as stated in the linked article, that Bissell’s success started organically, with people posting on their own. The second it turns into an #ad and is using TikTok’s slightly different layout for an advertising/sponsored post, it’s more likely people will scroll right past it.
When a brand sees that they can fit in with a trend, they may as well hop on. Getting in with Gen Z now, when they’re still building brand loyalties in the cleaning space is smart.
Yesterday’s discussion focused on TikTok becoming a seller. A bad idea!
Today’s discussion focuses on precisely what TikTok and advertisers should do. “Unilever’s campaign has an international focus. Cleanipedia, Unilever’s digital hub offering cleaning tips, will be the exclusive sponsor of #CleanTok. Teams at both Unilever and TikTok will work with over 100 content creators as part of the campaign.”
Be assured; there will be more and more of this type of execution. It is informative, fun, and will be profitable to the seller.
First of all, I’m a tad skeptical about any long-term association with TikTok. Next, as Katie Thomas points out for this to have sustainable value it has to be driven by consumers, not branders. And finally, as to how long the “trend” – if in fact it is a trend – will hang around, ask yourself are you still washing your hands as frequently as Lady MacBeth? At the height of the pandemic Americans were healthier in general just because they washed their hands more often. But, I suspect that “trend” has already fallen by the wayside.
As a current #laundrytok follower (btw P&G / Tide is all over it there ), I think this is a huge opportunity for Clorox.
“Gen Zs who see staying home and cleaning as the new going out” may be the saddest thing I have ever read.
Brands need to be where consumers are spending their time, so TikTok is the place to be for younger shoppers, tho I do find it hard to believe that Gen Z prefer to stay in to clean …..
The discussion should be “Will TikTok clean up?”
Unilever is simply conducting efficient marketing by fishing where the fish are. I’m certain brands will be paying attention, and if they are sitting on the fence, use the resutlts to evaluate an increased presence on TikTok.
Regarding #CleanTok, we as a country modified our behavior during the pandemic and some activities, especially cleaning and health, are now part of the norm.
A brilliant play by Unilever. This is a great example of being where the consumer lives (medium) and casting the consumer in a starring role in a campaign (message) and aligning it with better traffic and conversion numbers. In a world where CAC is inflated with low returns this is part of the more “immersive Commerce” approach that will only grow.