Unilever and TikTok elevate #CleanTok collaboration with awards

Unilever and TikTok are extending their #CleanTok collaboration, with Unilever's Cleanipedia serving as the exclusive sponsor of the popular hashtag on TikTok. The collaboration, which began in June, has seen #CleanTok videos amass an impressive 98.5 billion lifetime views, showcasing increased engagement. Moreover, Unilever's Cleanipedia online portal, providing cleaning tips, has garnered 2.8 billion impressions and witnessed a 30% rise in web traffic.

Building on this success, Unilever has unveiled the next phase of its global #CleanTok partnership with TikTok. This includes the introduction of a creator awards initiative and a new branded content campaign. The content campaign, titled "Dirty Deeds: A Kitchen Crime," comprises five short episodes and a teaser video. Developed in collaboration with creator Sam Cotton, the series will be featured on TikTok's dedicated #CleanTok hub and Unilever's Cleanipedia website.

Additionally, the #CleanTok Awards will be launched by both companies to recognize innovative influencers, or "cleanfluencers," on TikTok. Unilever aims to sustain the positive impact of its partnership, resulting in increased web traffic and enhanced favorability for brands like Cif Cream Cleaner in the U.K.

Interest in #CleanTok peaked during the pandemic, driven by Gen Z on TikTok, their preferred social media platform. Surveys indicate that 56% of TikTok users also seek comedy sketches on the platform. Leveraging this insight, "Dirty Deeds: A Kitchen Crime" was created, a soap opera-style series featuring animated versions of Unilever brands. This series is part of Unilever's Dirt is Good project, tailored for different markets. The storyline, revolving around a humorous love rivalry, was developed with influencer Sam Cotton and promoted by agency Gravity Road.

The #CleanTok Awards will acknowledge excellence in categories like "Most Helpful Hack," "Most Motivational Sunday Reset," "Most OMG Extreme Clean," and "Most Satisfying ASMR." Winners receive complimentary Unilever Home Care products. A separate Spotless Creator competition offers a €4,000 cash prize for the most impressive cleaning transformations.

Unilever's focus on #CleanTok aims to connect with new audiences, particularly Generation Z, and tap into purchasing behaviors influenced by TikTok's creator community. The trend of influencers using Cif Cream Cleaner for cleaning white sneakers led to a 38% increase in UK adults under 28 purchasing the brand, according to Kantar Worldpanel data cited by Unilever.