Unilever aims to clean up with worldwide TikTok deal

Unilever has signed a major deal with TikTok to tap into the seemingly global obsession with domestic cleaning videos, to co-create and curate content specifically for cleaning fans who are part of its #CleanTok community.

It is claimed that videos under the #CleanTok community have already accrued more than 78 billion views to date.

Together with Unilever, and agencies Gravity Road and Mindshare, TikTok will release a variety of dedicated #CleanTok content series’ and programme activations across a 40-week period across 10 markets (UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, Netherlands, Argentina, and Indonesia).

These will include:

Sunday Reset: inspired by the global phenomenon of “resetting” for the week ahead, this creator-generated content series shows how different people tackle the weekly refresh. From laundry to cleaning the loo, the #CleanTok creators breeze through all the weekly chores with ease.

Cleaning Conundrum: the creator-led content highlights the best and most entertaining hacks and tricks for getting the home from grimy to gleaming.

Festival of Cleaning: a 6-week editorial content series featuring the platform’s top creator-generated cleaning content. Tailored to the #Cleantok community in the UK, The Festival of Cleaning taps into what the firm has dubbed “big cleaning moments” as well as local trends.

The #CleanTok Awards: a series of awards to celebrate and elevate the most engaging, helpful and entertaining CleanTok content and creators within this global community.

To kick-off the partnership, the social media site is working with creators including @HomewithAziza (223,200 followers), @Cleaning_at83 (1.1 million followers) and @Cleanpedia_UK (5,361 followers).

As part of the partnership, the company is launching the official #CleanTok hub, which will house all the content.

TikTok head of global agencies and accounts Khartoon Weiss said: “The #Cleantok community 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.

“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.”

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.

“The rise of #CleanTok – 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.”