TikTok partners with Unilever for new global content series

As part of the partnership, TikTok will co-create and curate content specifically for the community’s fans and will work with a range of cleaning influencers including @HomewithAziza, @Cleaning_at83  and @Cleanpedia_UK.

Alongside Unilever and key partners Gravity Road and Mindshare, the platform will publish a variety dedicated #CleanTok™ content series and activations across a 40-week period.

“The #Cleantok™ community on TikTok is among the most engaged on the platform, and in working alongside Unilever, we are excited to create a space to celebrate them and facilitate content that entertains and educates,” TikTok head of global agencies and accounts, Khartoon Weiss said.

“The official #Cleantok hub is the new home for all things cleaning on TikTok and we can’t wait to see how the community reacts.”

An in-app #CleanTok hub will also be launched, housing all themed content in one place for fans. The hub is now live in the UK, Turkey, France, The Netherlands and Brazil, and is set to be rolled out to Indonesia, Philippines, Thailand, Argentina and Vietnam later this month. The hub will run through to January 2024.

Unilever home care chief marketing officer, Eduardo Campanella added: “There is a huge amount of emotion attached to our homes.

“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 and peace.”

He continued: “The rise of #CleanTo – since the start of the pandemic and beyond – shows just how attached we are to making our homes look, feel and smell good.

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.”

Marketing Beat