Unilever taps into the #CleanTok craze with a global partnership with TikTok

Unilever is planning a Gen Z -friendly strategy to “translate” its home care products for a younger audience through a collaboration with TikTok. Figures shared in a press release support this approach. The hashtag #CleanTok gained popularity during the pandemic and has been used over three million times on the ByteDance platform over the past three years. Additionally, the hashtag boasts 79 billion views and a 63% annual growth rate, according to the announcement details.

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With influencers at the forefront, the campaign will kick off with creators such as @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers), and @senalicann (226,000 followers). More creator collaborations will follow, aiming to generate a wealth of content focused on cleaning hacks, tips, and more, while promoting Unilever’s home care portfolio.

“We want to continue inspiring and educating people, and by collaborating 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,” said Eduardo Campanella, CMO of Unilever‘s Home Care division, in a press statement.

The partnership between Unilever and TikTok will run until January next year and, according to current plans, will cover the UK, Vietnam, Turkey, Brazil, the Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.

Tapping into the #CleanTok craze could not only help Unilever boost visibility for its portfolio but also drive purchases. For instance, 54% of users purchased a home care product after seeing it on TikTok, according to data from the announcement, with 71% of these purchases being unplanned. Nearly 70% of users reported that the platform helped them discover household products.

In terms of staying power, #CleanTok has outpaced other trends brands have sought to capitalize on, such as #BeautyTok, which has 50 billion views. Related hashtags have also proven successful, with #Cleaning amassing 63.2 billion views, #CleaningHacks at 11.4 billion views, and #HomeHacks reaching 6.3 billion views.